Eyemovement research

Eye tracking is measuring spontaneous eye movements that people make while looking at a print advertisement, a TV commercial, a banner, a flyer, a website, etc. The main advantage of eye tracking is the high naturalness and the fact that people can not consciously control their eye movements when looking at a visual scene. Compared to asking ratings of liking, etc. this is a more valid way of rating advertisements. By looking at different measures, such as first fixation (what draws the attentions first), gaze duration (what do people look at for the longest time), redirection percentage (which aspects do people look at repeatedly) and by linking these measures to recall and recognition, we provide a detailed evaluation of advertisements and other visual stimuli.

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