Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking
Attention is crucial as a fundamental prerequisite for perception. The measurement of attention in viewing and recognizing the images that surround us constitutes an important part of eye movement research, particularly in advertising-effectiveness research. Recording eye and gaze (i.e. eye and head...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Bern Open Publishing
2018-11-01
|
| Series: | Journal of Eye Movement Research |
| Subjects: | |
| Online Access: | https://bop.unibe.ch/JEMR/article/view/4429 |
| _version_ | 1818727438067171328 |
|---|---|
| author | Steffen Egner Stefanie Reimann Rainer Höger Wolfgang H Zangemeister |
| author_facet | Steffen Egner Stefanie Reimann Rainer Höger Wolfgang H Zangemeister |
| author_sort | Steffen Egner |
| collection | DOAJ |
| description | Attention is crucial as a fundamental prerequisite for perception. The measurement of attention in viewing and recognizing the images that surround us constitutes an important part of eye movement research, particularly in advertising-effectiveness research. Recording eye and gaze (i.e. eye and head) movements is considered the standard procedure for measuring attention. However, alternative measurement methods have been developed in recent years, one of which is mouse-click attention tracking (mcAT) by means of an on-line based procedure that measures gaze motion via a mouse-click (i.e. a hand and finger positioning maneuver) on a computer screen.
Here we compared the validity of mcAT with eye movement attention tracking (emAT). We recorded data in a between subject design via emAT and mcAT and analyzed and compared 20 subjects for correlations. The test stimuli consisted of 64 images that were assigned to eight categories. Our main results demonstrated a highly significant correlation (p<0.001) between mcAT and emAT data. We also found significant differences in correlations between different image categories. For simply structured pictures of humans or animals in particular, mcAT provided highly valid and more consistent results compared to emAT. We concluded that mcAT is a suitable method for measuring the attention we give to the images that surround us, such as photographs, graphics, art or digital and print advertisements. |
| first_indexed | 2024-12-17T22:14:06Z |
| format | Article |
| id | doaj.art-f1aa378fc4894ea9988bb3b492f4cb9f |
| institution | Directory Open Access Journal |
| issn | 1995-8692 |
| language | English |
| last_indexed | 2024-12-17T22:14:06Z |
| publishDate | 2018-11-01 |
| publisher | Bern Open Publishing |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj.art-f1aa378fc4894ea9988bb3b492f4cb9f2022-12-21T21:30:40ZengBern Open PublishingJournal of Eye Movement Research1995-86922018-11-0111610.16910/jemr.11.6.4Attention and information acquisition: Comparison of mouse-click with eye-movement attention trackingSteffen Egner0Stefanie Reimann1Rainer Höger2Wolfgang H Zangemeister3MediaAnalyzer Advertising Research GmbHLEUPHANA University of Luneburg, Germany Engineering Psychology research labLEUPHANA University of Luneburg, Germany Engineering Psychology research labSenior Prof. Neurology at MPCH at University of Hamburg UKE, GermanyAttention is crucial as a fundamental prerequisite for perception. The measurement of attention in viewing and recognizing the images that surround us constitutes an important part of eye movement research, particularly in advertising-effectiveness research. Recording eye and gaze (i.e. eye and head) movements is considered the standard procedure for measuring attention. However, alternative measurement methods have been developed in recent years, one of which is mouse-click attention tracking (mcAT) by means of an on-line based procedure that measures gaze motion via a mouse-click (i.e. a hand and finger positioning maneuver) on a computer screen. Here we compared the validity of mcAT with eye movement attention tracking (emAT). We recorded data in a between subject design via emAT and mcAT and analyzed and compared 20 subjects for correlations. The test stimuli consisted of 64 images that were assigned to eight categories. Our main results demonstrated a highly significant correlation (p<0.001) between mcAT and emAT data. We also found significant differences in correlations between different image categories. For simply structured pictures of humans or animals in particular, mcAT provided highly valid and more consistent results compared to emAT. We concluded that mcAT is a suitable method for measuring the attention we give to the images that surround us, such as photographs, graphics, art or digital and print advertisements.https://bop.unibe.ch/JEMR/article/view/4429Visual AttentionInformation AcquisitionMouse-Click Attention TrackingEye-Movement Attention TrackingComparison of Attention TrackingVisual Search |
| spellingShingle | Steffen Egner Stefanie Reimann Rainer Höger Wolfgang H Zangemeister Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking Journal of Eye Movement Research Visual Attention Information Acquisition Mouse-Click Attention Tracking Eye-Movement Attention Tracking Comparison of Attention Tracking Visual Search |
| title | Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking |
| title_full | Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking |
| title_fullStr | Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking |
| title_full_unstemmed | Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking |
| title_short | Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking |
| title_sort | attention and information acquisition comparison of mouse click with eye movement attention tracking |
| topic | Visual Attention Information Acquisition Mouse-Click Attention Tracking Eye-Movement Attention Tracking Comparison of Attention Tracking Visual Search |
| url | https://bop.unibe.ch/JEMR/article/view/4429 |
| work_keys_str_mv | AT steffenegner attentionandinformationacquisitioncomparisonofmouseclickwitheyemovementattentiontracking AT stefaniereimann attentionandinformationacquisitioncomparisonofmouseclickwitheyemovementattentiontracking AT rainerhoger attentionandinformationacquisitioncomparisonofmouseclickwitheyemovementattentiontracking AT wolfganghzangemeister attentionandinformationacquisitioncomparisonofmouseclickwitheyemovementattentiontracking |