Decision Process Tracing: Evidence from Eye-movement Data

Wei, Zi-Han; Li, Xingshan

doi:10.3724/sp.j.1042.2015.02029

Cited by 7 publications

(3 citation statements)

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“…Scientific Programming academic research based on eye-movement technology is largely divided into research on information acquisition behavior in human-computer interfaces and research on tracking decision-making processes [5]. e experimental information sources for information acquisition behavior are mainly print advertisements and the Internet, and the most widely used eye-movement indicators are average fixation duration, fixation times in the target area, fixation saliency map, saccade durations, and average amplitudes [8]. Many studies have demonstrated that the process of obtaining information from print advertisements and the Internet can be a direct reflection of the effectiveness of the presentation of the information and the availability of the platform that is the source of that information.…”

Section: Application Statusmentioning

confidence: 99%

Eye-Tracking Technology in Online Real Estate Rental

Sun

Wang

Dang

et al. 2021

Scientific Programming

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In China in recent years, the rental housing market has boomed, but insufficient attention has been paid to microsubject tenants in the market, and there is a lack of research results on tenants’ decision-making processes. In keeping with the characteristics of China’s accommodation-renting population, this study takes as its research object graduating students, who form an important group in the housing rental market, and focuses on the information retrieval process underlying prospective tenants’ rental decisions. First, it investigates tenants’ concerns during the renting process by means of questionnaires. Second, using eye-tracking experiments, the real online renting process is simulated and tenants’ web listings are analyzed qualitatively and quantitatively. In the process of information search, the characteristics and rules of browsing the entry search page, the listings page, and the details page are obtained, and the factors that prospective tenants pay attention to in their search for rental information are obtained. The research results show that initial alphabetical sorting of the term search page can improve the subjects’ efficiency in locating the target keywords, the text information display area of the listings page receives more attention than others, and the real concern factors of the tenants on the page listing details are generally consistent with their selected factors but deviate slightly. Finally, the layout and display of web page information affect how subjects’ attention is distributed, and web page information presents a significant difference in attention between upper and lower pages.

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Section: Application Statusmentioning

confidence: 99%

Eye-Tracking Technology in Online Real Estate Rental

Sun

Wang

Dang

et al. 2021

Scientific Programming

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“…Eye-tracking is often considered an ideal measure for lie detection, as eye behaviors are automatic physiological responses that cannot be consciously controlled ( Chen et al, 2013 ; Gonzales, 2018 ; Berkovsky et al, 2019 ). Eye-tracking is an appealing sensor for deception detection in questionnaire surveys, as it does not require direct physical contact (which may disturb the respondents), is easy to use, collects diversified information and can be used in automated screening systems ( Cook et al, 2012 ; Proudfoot et al, 2015 ; Zi-Han and Xingshan, 2015 ; Ye et al, 2020 ). Previous studies showed that eye behaviors reflect people’s cognitive load ( Zagermann et al, 2016 ), emotions ( Zheng et al, 2014 ; Perkhofer and Lehner, 2019 ; Lim et al, 2020 ), attention ( Lee and Ahn, 2012 ; Tsai et al, 2012 ), information processing ( Bruneau et al, 2002 ).…”

Section: Introductionmentioning

confidence: 99%

Assessing Deception in Questionnaire Surveys With Eye-Tracking

et al. 2021

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Deceit often occurs in questionnaire surveys, which leads to the misreporting of data and poor reliability. The purpose of this study is to explore whether eye-tracking could contribute to the detection of deception in questionnaire surveys, and whether the eye behaviors that appeared in instructed lying still exist in spontaneous lying. Two studies were conducted to explore eye movement behaviors in instructed and spontaneous lying conditions. The results showed that pupil size and fixation behaviors are both reliable indicators to detect lies in questionnaire surveys. Blink and saccade behaviors do not seem to predict deception. Deception resulted in increased pupil size, fixation count and duration. Meanwhile, respondents focused on different areas of the questionnaire when lying versus telling the truth. Furthermore, in the actual deception situation, the linear support vector machine (SVM) deception classifier achieved an accuracy of 74.09%. In sum, this study indicates the eye-tracking signatures of lying are not restricted to instructed deception, demonstrates the potential of using eye-tracking to detect deception in questionnaire surveys, and contributes to the questionnaire surveys of sensitive issues.

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“…Evaluation theories and models can be divided into two categories: compensatory evaluation and noncompensatory evaluation. Compensatory evaluation refers to processing all relevant information in the evaluation process and weighing the weights of all options and their indicators [15]. Hsiao, Tsai, Yeh et al used mathematical methods such as gray theory [16], fuzzy algorithm [17], neural network [18], genetic algorithm [19], and particle swarm algorithm [20] to process the subjectively acquired data to complete a more scientific compensatory color matching evaluation and improve the quality of color matching design.…”

Section: Introductionmentioning

confidence: 99%

Color Scheme Compensatory Evaluation Method Based on Eye Movement Tracking Technology

et al. 2020

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In the process of product color scheme evaluation, subjective evaluation is liable to mislead evaluation and decision-making. To conduct a more objective quantitative evaluation for color schemes, a compensatory evaluation method for color scheme based on eye movement tracking technology is proposed in this paper. In this method, four types of eye movement experimental data-fixation time, number of fixation points, number of fixation times, and first fixation time-are collected in the area of interest (AOI) from the experimental sample by eye movement tracking technology. SPSS software is employed to test the reliability of the experimental data, and the value assignment method is used to perform compensation processing on the experimental data, so that the final evaluation result can be obtained with the assignment calculation. Taking the evaluation of the disguise color scheme of a camouflage uniform as an example, the operation process of the method is demonstrated, and the effectiveness of the method is verified with the questionnaire. The results show that the color scheme compensatory evaluation method based on eye movement tracking technology can achieve an effective evaluation of color schemes. This method realizes the quantification of and data compensation for color scheme evaluation, making the evaluation results more scientific and accurate and providing a reference basis for color scheme designers in evaluation and decision-making. INDEX TERMS Eye movement tracking technology, entropy weighting method, compensatory evaluation, color matching evaluation method.

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Decision Process Tracing: Evidence from Eye-movement Data

Cited by 7 publications

References 0 publications

Eye-Tracking Technology in Online Real Estate Rental

Eye-Tracking Technology in Online Real Estate Rental

Assessing Deception in Questionnaire Surveys With Eye-Tracking

Color Scheme Compensatory Evaluation Method Based on Eye Movement Tracking Technology

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