Journal of Eye Tracking, Visual Cognition and Emotion nº 02 (2012)

URI permanente para esta coleção:

http://hdl.handle.net/10437/11306

Navegar

Percorrer Journal of Eye Tracking, Visual Cognition and Emotion nº 02 (2012) por assunto "HUMAN-COMPUTER INTERACTION"

A mostrar 1 - 2 de 2
  • Item
    Attention and selection behavior on ‘universal search’ result pages
    (Edições Universitárias Lusófonas, 2011) Möller, C.; Schierl , T.; Escola de Psicologia e Ciências da Vida
    The ISO norm line 9241 states some criteria for ergonomics of human system interaction. In markets with a huge variety of offers and little possibility of differentiation, providers can gain a decisive competitive advantage by user oriented interfaces. A precondition for this is that relevant information can be obtained for entrepreneurial decisions in this regard. To test how users of universal search result pages use those pages and pay attention to different elements, an eye tracking experiment with a mixed design has been developed. Twenty subjects were confronted with search engine result pages (SERPs) and were instructed to make a decision while conditions “national vs. international city” and “with vs. without miniaturized Google map” were used. Different parameters like fixation count, duration and time to first fixation were computed from the eye tracking raw data and supplemented by click rate data as well as data from questionnaires. Results of this pilot study revealed some remarkable facts like a vampire effect on miniaturized Google maps. Furthermore, Google maps did not shorten the process of decision making, Google ads were not fixated, visual attention on SERPs was influenced by position of the elements on the SERP and by the users’ familiarity with the search target. These results support the theory of Amount of Invested Mental Effort (AIME) and give providers empirical evidence to take users’ expectations into account. Furthermore, the results indicated that the task oriented goal mode of participants was a moderator for the attention spent on ads. Most important, SERPs with images attracted the viewers’ attention much longer than those without images. This unique selling proposition may lead to a distortion of competition on markets.
  • Item
    Eye tracking data representation and visualization : on information and communication studies at CETAC.MEDIA
    (Edições Universitárias Lusófonas, 2012) Mealha, O.; Veloso, A.; Almeida, Samuel; Rodrigues, R.; Roque, L.; Marques, R.; Manteigueiro, C.; Escola de Psicologia e Ciências da Vida
    Eye tracking has become a preponderant technique in the evaluation of user interaction and behaviour with study objects in defined contexts. Common eye tracking related data representation techniques offer valuable input regarding user interaction and eye gaze behaviour, namely through fixations and saccades measurement. However, these and other techniques may be insufficient for the representation of acquired data in specific studies, namely because of the complexity of the study object being analysed. This paper intends to contribute with a summary of data representation and information visualization techniques used in data analysis within different contexts (advertising, websites, television news and video games). Additionally, several methodological approaches are presented in this paper, which resulted from several studies developed and under development at CETAC.MEDIA - Communication Sciences and Technologies Research Centre. In the studies described, traditional data representation techniques were insufficient. As a result, new approaches were necessary and therefore, new forms of representing data, based on common techniques were developed with the objective of improving communication and information strategies. In each of these studies, a brief summary of the contribution to their respective area will be presented, as well as the data representation techniques used and some of the acquired results.