Abstract: Buying behaviour theory goes back to the start of the 50’s and over the years different models have been developed influenced by different sociological views and trends. In the age of digitalization and e-commerce these theories seem to be less useful and need revision. In the early days of the Web, research argues for […]

Abstract: It is well known that engineering is considered one of the more demanding fields of study to embark on. In mechanical engineering, courses such as thermodynamics, statics, mechanics of materials and others are perceived as challenging by students. Several factors impact students’ ability to solve problems presented in these courses, including the ability to […]

ABSTRACT: Features, or visible product attributes, are indispensable product components that influence customer evaluations of functionality, usability, symbolic impressions, and other qualities. Two basic components of features are visual appearance and size. This work tests whether or not eye-tracking data can (1) predict the relative importances between features, with respect to their visual design, in […]

Abstract Utilizing eye-tracking technology and focusing on the “rapid”, “purposeful” and “comprehending” attributes of fluent reading, this study investigated first language (L1) and second language (L2) readers’ online reading patterns and comprehension. Eye movement data from nine L1 readers and nine L2 readers were collected, analyzed and compared. Post-experiment interviews were conducted to obtain demographic […]

Abstract: The mechanisms underlying the allocation of visual attention toward dynamic content are still largely unexplored. Due to the number of variables present during dynamic content, it is often difficult to confidently determine what components direct visual attention. In this study, we manipulated the presence of audio in an attempt to explore the contribution of […]

Abstract: The affordability of plasma screens and high-speed Internet access has led to the proliferation of digital signage in public and private commercial locations over the past years. Marketers, content strategists and technologists have increasingly tried to capture the attention of consumers using digital signage, and this has led to rapid advances in the technology. […]

Abstract: Graphical statistics plays a very important job in research and industry. As a statistician, it is very useful that if one can see how people make their decision based on the plots, so that plots can be improved for better performance. With the help of eye-tracking equipment, researchers could show people several plots and […]

Abstract: An unprecedented number of children in the US start public school with major deficits in basic academic skills. Scientific evidence shows that children who have early failure experiences in school are those who are most likely to become inattentive, disruptive, or withdrawn later on. Empirical research using longitudinal randomized control studies is now showing […]

Abstract: This paper introduces the Repertory Grid Technique (RGT), developed in personal construct psychology, for Technology Enhanced Formative Assessment (TEFA). RepertoryGrid is a method for eliciting personal constructs of learners about elements belonging to thetopic of study. The method of Repertory Grid is presented first followed by brief descriptions of two classroom studies and two eye-tracking controlled […]

Abstract: This paper presents an eye tracking study of notational, informational, and emotional aspects of nine different notational systems (Skill Meters, Smilies, Traffic Lights, Topic Boxes, Collective Histograms, World Clouds, Textual Descriptors, Table, and Matrix) and three different information states (Weak, Average, & Strong) used to represent student’s learning. Findings from the eye-tracking study show […]