Attention Switching During Scene Perception: How Goals Influence the Time Course of Eye Movements Across Advertisements

Michel Wedel, Rik Pieters, John C. Liechty

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

Eye movements across advertisements express a temporal pattern of bursts of respectively relatively short and long saccades, and this pattern is systematically influenced by activated scene perception goals. This was revealed by a continuous-time hidden Markov model applied to eye movements of 220 participants exposed to 17 ads under a free-viewing condition, and a scene-learning goal (ad memorization), a scene-evaluation goal (ad appreciation), a target-learning goal (product learning), or a target-evaluation goal (product evaluation). The model reflects how attention switches between two states-local and global-expressed in saccades of shorter and longer amplitude on a spatial grid with 48 cells overlaid on the ads. During the 5- to 6-s duration of self-controlled exposure to ads in the magazine context, attention predominantly started in the local state and ended in the global state, and rapidly switched about 5 times between states. The duration of the local attention state was much longer than the duration of the global state. Goals affected the frequency of switching between attention statesand the duration of the local, but not of the global, state.

Original languageEnglish (US)
Pages (from-to)129-138
Number of pages10
JournalJournal of Experimental Psychology: Applied
Volume14
Issue number2
DOIs
StatePublished - Jun 1 2008

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Eye Movements
Saccades
Learning

All Science Journal Classification (ASJC) codes

  • Experimental and Cognitive Psychology

Cite this

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Attention Switching During Scene Perception : How Goals Influence the Time Course of Eye Movements Across Advertisements. / Wedel, Michel; Pieters, Rik; Liechty, John C.

In: Journal of Experimental Psychology: Applied, Vol. 14, No. 2, 01.06.2008, p. 129-138.

Research output: Contribution to journalArticle

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