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Banner advertising is a popular means of promoting products and brands online. Although banner advertisements are often designed to be particularly attention grabbing, they frequently go unnoticed. Applying an eye-tracking procedure, the present research aimed to (a) determine whether presenting human faces (static or animated) in banner advertisements is an adequate tool for capturing consumers’ attention and thus overcoming the frequently observed phenomenon of banner blindness, (b) to examine whether the gaze of a featured face possesses the ability to direct consumers’ attention toward specific elements (i.e., the product) in an advertisement, and (c) to establish whether the gaze direction of an advertised face influences consumers subsequent evaluation of the advertised product. We recorded participants’ eye gaze while they viewed a fictional online shopping page displaying banner advertisements that featured either no human face or a human face that was either static or animated and involved different gaze directions (toward or away from the advertised product). Moreover, we asked participants to subsequently evaluate a set of products, one of which was the product previously featured in the banner advertisement. Results showed that, when advertisements included a human face, participants’ attention was more attracted by and they looked longer at animated compared with static banner advertisements. Moreover, when a face gazed toward the product region, participants’ likelihood of looking at the advertised product increased regardless of whether the face was animated or not. Most important, gaze direction influenced subsequent product evaluations; that is, consumers indicated a higher intention to buy a product when it was previously presented in a banner advertisement that featured a face that gazed toward the product. The results suggest that while animation in banner advertising constitutes a salient feature that captures consumers’ visual attention, gaze cuing can be an effective tool for driving viewers’ attention toward specific elements in the advertisement and even shaping consumers’ intentions to purchase the advertised product.

Our ability to estimate the duration of sub-second visual events is prone to distortions, which depend both on sensory and decisional factors. To disambiguate between these two influences, we can look at the alignment between discrimination estimates of duration at the point of subjective equality and confidence estimates when the confidence about decisions is minimal, because observers should be maximally uncertain when two stimuli are perceptually the same. Here, we used this approach to investigate the relationship between the speed of a visual stimulus and its perceived duration. Participants were required to compare two intervals, report which had the longer duration, and then rate their confidence in that judgement. One of the intervals contained a stimulus drifting at a constant speed, whereas the stimulus embedded in the other interval could be stationary, linearly accelerating or decelerating or drifting at the same speed. Discrimination estimates revealed duration compression for the stationary, and, to a lesser degree, for the accelerating and decelerating stimuli. Confidence showed a similar pattern, but, overall, the confidence estimates were more shifted towards higher durations, pointing to a small contribution of decisional processes. A simple observer model, which assumes that both judgements are based on the same sensory information, captured well inter-individual differences in the criterion used to form a confidence judgement.

No abstract

To avoid collisions, pedestrians depend on their ability to perceive and interpret the visual motion of other road users. Eye movements influence motion perception, yet pedestrians’ gaze behavior has been little investigated. In the present study, we ask whether observers sample visual information differently when making two types of judgements based on the same virtual road-crossing scenario and to which extent spontaneous gaze behavior affects those judgements. Participants performed in succession a speed and a time-to-arrival two-interval discrimination task on the same simple traffic scenario—a car approaching at a constant speed (varying from 10 to 90 km/h) on a single-lane road. On average, observers were able to discriminate vehicle speeds of around 18 km/h and times-to-arrival of 0.7 s. In both tasks, observers placed their gaze closely towards the center of the vehicle’s front plane while pursuing the vehicle. Other areas of the visual scene were sampled infrequently. No differences were found in the average gaze behavior between the two tasks and a pattern classifier (Support Vector Machine), trained on trial-level gaze patterns, failed to reliably classify the task from the spontaneous eye movements it elicited. Saccadic gaze behavior could predict time-to-arrival discrimination performance, demonstrating the relevance of gaze behavior for perceptual sensitivity in road-crossing.

No abstract

Physical interactions between objects, or between an object and the ground, are amongst the most biologically relevant for live beings. Prior knowledge of Newtonian physics may play a role in disambiguating an object's movement as well as foveation by increasing the spatial resolution of the visual input. Observers were shown a virtual 3D scene, representing an ambiguously rotating ball translating on the ground. The ball was perceived as rotating congruently with friction, but only when gaze was located at the point of contact. Inverting or even removing the visual context had little influence on congruent judgements compared with the effect of gaze. Counterintuitively, gaze at the point of contact determines the solution of perceptual ambiguity, but independently of visual context. We suggest this constitutes a frugal strategy, by which the brain infers dynamics locally when faced with a foveated input that is ambiguous.

No abstract