Improving Visual Behavior Research in Communication Science: An Overview, Review, and Reporting Recommendations for Using Eye-Tracking Methods

King, Andy J.; Bol, Nadine; Cummins, R. Glenn; John, Kevin K.

doi:10.1080/19312458.2018.1558194

Cited by 97 publications

(73 citation statements)

References 172 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…First fixation duration can give insights into the initial attention children pay to a predefined Area of Interest (AOI). The duration of eye fixations is usually used as an indicator for the depth of processing . Dwell time on the other hand sums up all fixations and is thus an assessment of the overall attention an AOI was able to arouse …”

Section: Methodsmentioning

confidence: 99%

See 1 more Smart Citation

Food as an eye‐catcher. An eye‐tracking study on Children's attention to healthy and unhealthy food presentations as well as non‐edible objects in audiovisual media

et al. 2020

View full text Add to dashboard Cite

BACKGROUND Food presentations within media content are often made responsible for todays' obesity epidemic. This assessment is based on the assumption that food presentations create cue reactivity, which in turn affects the amount of food intake. OBJECTIVE This study investigates children's implicit reactions (cue reactivity) toward healthy, unhealthy, and non‐ediblel objects. METHODS We conducted an experimental eye‐tracking study comparing children's cue reactivity assessed with visual attention toward healthy and unhealthy food presentations, as well as non‐edible objects. We controlled for the role of children's hunger, body mass index (BMI), and age. RESULTS Results indicated no difference between healthy and unhealthy food presentations, yet food generally aroused more visual attention in children compared to non‐edible objects. Explicit memory for the embedded foods or objects was mediated through visual attention. However, unhealthy food presentations also directly affected children's explicit memory. CONCLUSIONS Compared to non‐edible objects, food presentations seem to be eye‐catchers that immediately grab children's attention and they are also able to maintain this attention. Yet, for unhealthy food presentations, memory seems to be less dependent on visual attention. That is, compared to healthy products or non‐edible objects, unhealthy food presentations do not require the same amount of visual attention in order to be remembered.

show abstract

Section: Methodsmentioning

confidence: 99%

“…The duration of eye fixations is usually used as an indicator for the depth of processing. 39,40 Dwell time on the other hand sums up all fixations and is thus an assessment of the overall attention an AOI was able to arouse. 41 To calculate first fixation duration and dwell time, the AOIs were defined.…”

Section: Visual Attentionmentioning

confidence: 99%

Food as an eye‐catcher. An eye‐tracking study on Children's attention to healthy and unhealthy food presentations as well as non‐edible objects in audiovisual media

et al. 2020

View full text Add to dashboard Cite

show abstract

“…This sample size was not unusual for an eye-tracking study. A recent review of eye-tracking use in communication research showed that an average sample size in eye-tracking studies is N ¼ 74 and the median sample size is N ¼ 60 (King et al 2019). The participants were randomly divided into two groups that were either exposed to five product pages of a search product (ie headphones, n ¼ 38) or five product pages of an experience product (ie running shoes, n ¼ 32).…”

Section: Participantsmentioning

confidence: 99%

How consumers attend to online reviews: an eye-tracking and network analysis approach

Masłowska

Segijn

Vakeel³

et al. 2019

International Journal of Advertising

View full text Add to dashboard Cite

Online reviews can play a significant role in consumer decisionmaking processes. Previous research has focused on investigating the effects of different review elements, such as valence or volume, on sales rank and perceived helpfulness. However, very little is known about how consumers actually attend to and process reviews. Moreover, reviews exist in the context of other elements on product pages, but previous studies have not investigated the combined effects of the different product page elements. This study uses eye tracking to investigate how consumers attend to product pages. Participants (N ¼ 74) were asked to review product pages of five different brands of either a search or an experience product. The results show that although product-related information is most important for consumers, consumers also spend time on review-related information, particularly the review text and reviewer information. Also, we observe differences in attention paid to different page elements for search versus experience products.

show abstract

“…Mandarins and fruit gums within the media-stimulus were defined as the AOIs [32]. We calculated the mean dwell time for all AOIs for each picture, and we computed the dwell time means for each condition [25]. Values ranged from 835.94 to 6191.07 ms (M = 3576.10; SD = 1164.82) for the mean dwell time of the embedded food cues.…”

Section: Methodsmentioning

confidence: 99%

“…Implicit reactions are not regulated on purpose [23] and may reveal important insights that cannot be obtained with conventional methods [24]. Eye-tracking has the potential to shed light on audiences' spontaneous reactions and perception processes [25]. This method, therefore, allows to track participants eye movements and allows for a rather unconscious measure of the participants' attention and reactivity concepts.…”

Section: Introductionmentioning

confidence: 99%

A “Forbidden Fruit Effect”: An Eye-Tracking Study on Children’s Visual Attention to Food Marketing

Binder

Naderer²,

Matthes

2020

IJERPH

View full text Add to dashboard Cite

Obesity in children is an international health concern. Against this background, there is an increasing interest in understanding how healthy and unhealthy food marketing in narrative media can affect children. In particular, children’s implicit reactions, such as visual attention and emotional arousal, are far from being sufficiently understood. We conducted an eye-tracking study, presenting children one of two versions of a narrative media-stimulus, either presenting an unhealthy food (i.e., candy condition; N = 34), or a healthy food (i.e., fruit condition; N = 34). As dependent variables, we investigated dwell time (i.e., visual attention) and pupil dilation (i.e., emotional arousal). As moderators, we included children’s prohibition of candy at home and children’s level of BMI in our models. Our results indicate that mean dwell time did not differ between conditions and that the moderators did not exert any effect. Moreover, pupil dilation did not differ between conditions but was moderated by parents’ candy prohibition at home (ηp2 = 0.080). The results show that children who are not allowed to consume candy at home react with higher emotional arousal when exposed to candy placements than children allowed to eat candy at home. Thus, depending on children’s contextual factors, children react differently to unhealthy food cues.

show abstract

Improving Visual Behavior Research in Communication Science: An Overview, Review, and Reporting Recommendations for Using Eye-Tracking Methods

Cited by 97 publications

References 172 publications

Food as an eye‐catcher. An eye‐tracking study on Children's attention to healthy and unhealthy food presentations as well as non‐edible objects in audiovisual media

Food as an eye‐catcher. An eye‐tracking study on Children's attention to healthy and unhealthy food presentations as well as non‐edible objects in audiovisual media

How consumers attend to online reviews: an eye-tracking and network analysis approach

A “Forbidden Fruit Effect”: An Eye-Tracking Study on Children’s Visual Attention to Food Marketing

Contact Info

Product

Resources

About