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AB064. Product knowledge predicts greater willingness to buy and gaze-related attention, salience does not

Annals of eye Science 2018年第1期 470-470页

作者： Matthew Martin Bianca Grohmann Aaron Johnson Department of Psychology Concordia UniversityMontrealQCCanada Department of Marketing John Molson School of BusinessMontrealQCCanada

Background:Visual salience computed using algorithmic procedures have been shown to predict eye-movements in a number of ***,despite calls to incorporate computationally-defined visual salience metrics as a means of assessing the effectiveness of advertisements,few studies have incorporated these techniques in a marketing *** present study sought to determine the impact of visual salience and knowledge of a brand on eye-movement patterns and buying ***:Participants(N=38)were presented with 54 pairs of products presented on the left and right sides of a blank white *** each pair,one product was a known North American product,such as Fresca®,and one was an unknown British product of the same category,such as Irn Bru®.Participants were asked to select which product they would prefer to buy while their eye movements were *** was computed using Itti&Koch’s[2001]computational model of bottom-up *** were defined as highly salient if the majority of the first five predicted fixations were in the region of the ***:Results showed that participants were much more likely to prefer to buy known products,and tentative evidence suggests that participants had longer total dwell times when looking at unknown *** appears to have had little or no effect on preference for a product,nor did it predict total dwell time or time to first *** also appears to be no interaction between knowledge of a product and visual salience on any of the measures ***:The results indicate that product salience may not be a useful predictor of attention under the constraints of the present *** studies could use a different operational definition of visual salience which might be more predictive of visual ***,a more fine-grained analysis of product familiarity based on survey data may reveal patterns obscured by the definitional constraints of the prese

关键词： Marketing attention salience eye-tracking

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决策过程的追踪：基于眼动的证据

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心理学 2016年第4期

作者：魏子晗李兴珊

利用过程追踪技术实现对“决策过程”的追踪，或能真正解答“人类是如何做出决策”这一科学问题。在各种过程追踪技术中，眼动技术由于具有无干扰性、适用范围广泛、采集信息多样等独一无二的优势，已被广泛应用于各种决策研究中，为验... 详细信息

利用过程追踪技术实现对“决策过程”的追踪，或能真正解答“人类是如何做出决策”这一科学问题。在各种过程追踪技术中，眼动技术由于具有无干扰性、适用范围广泛、采集信息多样等独一无二的优势，已被广泛应用于各种决策研究中，为验证和比较不同决策理论的不同假设和预测做出了贡献。本文介绍了眼动技术如何被应用于验证补偿性决策理论与非补偿性决策理论对风险决策过程的不同假设，眼动技术如何用于检验多次决策与单次决策的决策过程差异，以及眼动技术如何用于检验“剔除-关注模型”与“齐当别决策模型”对多属性决策中共享信息发挥作用机制的不同预测。

关键词：决策过程追踪技术眼动技术补偿性决策理论非补偿性决策理论单次决策多次决策剔除关注模型齐当别决策模型 decision process tracing techniques eye-tracking compensatory theories non-compensatory theories multiple-play decisions single-play decisions cancellation-and-focus model equate-to-differentiate

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