TY - JOUR

T1 - Attention and Information Acquisition

T2 - Comparison of Mouse-Click with Eye-Movement Attention Tracking

AU - Egner, Steffen

AU - Höger, Rainer

AU - Reimann, Stefanie

AU - Zangemeister, Wolfgang

N1 - Publisher Copyright: © 2018 Journal of Eye Movement Research.

PY - 2018/11/16

Y1 - 2018/11/16

N2 - 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.

AB - 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.

KW - Business psychology

KW - Visual Attention

KW - Information Acquisition

KW - Mouse-Click Attention Tracking

KW - Comparison of Attention Tracking

KW - Visual Search

KW - Scanpath

UR - http://www.scopus.com/inward/record.url?scp=85057419865&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/462e5dc6-6e5f-37fe-a6f8-e68ee5a50b73/

U2 - 10.16910/jemr.11.6.4

DO - 10.16910/jemr.11.6.4

M3 - Journal articles

C2 - 33828714

VL - 11

JO - Journal of Eye Movement Research

JF - Journal of Eye Movement Research

SN - 1995-8692

IS - 6

M1 - 4

ER -