Seeing through the forest: The gaze path to purchase

Behe, Bridget K.; Huddleston, Patricia; Childs, Kevin L.; Chen, Jiaoping; Muraro, Iago S.

doi:10.1371/journal.pone.0240179

Cited by 15 publications

(7 citation statements)

References 67 publications

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“…selected in this study, including total duration of fixations (TDF), number of fixations (NF), average duration of fixations (ADF), average pupil size (APS) and average amplitude of saccades (AAS). Among them, total duration of fixations and number of fixations can be regarded as a measure of attractiveness [72,73] and can reflect the visual preference of participants [74].…”

Section: Plos Onementioning

confidence: 99%

Visual preference of plant features in different living environments using eye tracking and EEG

Ding

Zhong

et al. 2022

PLoS ONE

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Plants play a very important role in landscape construction. In order to explore whether different living environment will affect people’s preference for the structural features of plant organs, this study examined 26 villagers and 33 college students as the participants, and pictures of leaves, flowers and fruits of plants as the stimulus to conduct eye-tracking and EEG detection experiments. We found that eye movement indicators can explain people’s visual preferences, but they are unable to find differences in preferences between groups. EEG indicators can make up for this deficiency, which further reveals the difference in psychological and physiological responses between the two groups when viewing stimuli. The final results show that the villagers and the students liked leaves best, preferring aciculiform and leathery leaves; solitary, purple and capitulum flowers; and medium-sized, spathulate, black and pear fruits. In addition, it was found that the overall attention of the villagers when watching stimuli was far lower than that of the students, but the degree of meditation was higher. With regard to eye movement and EEG, the total duration of fixations is highly positively correlated with the number of fixations, and the average pupil size has a weak negative correlation with attention. On the contrary, the average duration of fixations has a weak positive correlation with meditation. Generally speaking, we believe that Photinia×fraseri, Metasequoia glyptostroboides, Photinia serratifolia, Koelreuteria bipinnata and Cunninghamia lanceolata are superior landscape building plants in rural areas and on campuses; Pinus thunbergii, Myrica rubra, Camellia japonica and other plants with obvious features and bright colours are also the first choice in rural landscapes; and Yulania biondii, Cercis chinensis, Hibiscus mutabilis and other plants with simple structures are the first choice in campus landscapes. This study is of great significance for selecting plants for landscape construction and management according to different environments and local conditions.

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Section: Plos Onementioning

confidence: 99%

Visual preference of plant features in different living environments using eye tracking and EEG

Ding

Zhong

et al. 2022

PLoS ONE

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“…On the other hand, having too many discrete visual cues may not lead to greater support for crowdfunding products. Gaze-aversion literature finds that a multitude of discrete visual cues can be overwhelming, so to alleviate their discomfort, consumers may seek to avoid images with too many discrete visual elements and decrease their purchases [55]. That is, having too many discrete visual elements may lead to images being ignored and eventually reduce comprehensibility [17].…”

Section: Number Of Facesmentioning

confidence: 99%

Extracting Image Characteristics to Predict Crowdfunding Success

Blanchard¹,

Noseworthy²,

Pancer³

et al. 2022

Preprint

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Despite an increase in the empirical study of crowdfunding platforms and the prevalence of visual information, operations management and marketing literature has yet to explore the role that image characteristics play in crowdfunding success. The authors of this manuscript begin by synthesizing literature on visual processing to identify several image characteristics that are likely to shape crowdfunding success. After detailing measures for each image characteristic, they use them as part of a machine-learning algorithm (Bayesian additive trees), along with project characteristics and textual information, to predict crowdfunding success. Results show that the inclusion of these image characteristics substantially improves prediction over baseline project variables, as well as textual features. Furthermore, image characteristic variables exhibit high importance, similar to variables linked to the number of pictures and number of videos. This research therefore offers valuable resources to researchers and managers who are interested in the role of visual information in ensuring new product success.Crowdfunding allows entrepreneurs to request funding from many investors simultaneously, usually in exchange for future products or equity stakes [1,2]. Recent legislative changes also give consumers and firms new ways to interact along these lines. Since 2016, when the U.S. Securities and Exchange Commission (SEC) allowed investors of all net worth amounts to participate in crowdfunding, there has been a substantial increase in the amount of money raised on crowdfunding platforms; in 2020, it reached $500 million in the United States alone, according to the Crowdfunding Center 1 . Dozens of different crowdfunding platforms support rewards-based investing (e.g., Kickstarter, Indiegogo) and equity-based investing (e.g., SeedInvest, StartEngine), and others specialize in individual help (e.g., GoFundMe) and nonprofit funding (e.g., Mightycause). The number of international crowdfunding platforms also has grown, with platforms covering all regions of the world (e.g., JD Crowdfunding and Jingdong in China, Babyloan in France, Crowdprop in South Africa).Both operations management and marketing literature have found many interesting uses for increasingly available crowdfunding data. Some operations management authors leverage crowdfunding data to substantiate the role of new technologies in selecting and disseminating new ideas [3,4], whereas others have sought to identify predictors of crowdfunding success (c.f., [5,6])-such as backer dynamics [7], referral timing [8], founder updates [9], and frequency 1 https://www.thecrowdfundingcenter.com/

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“…Typically, the elements in the landscape are established to specific Areas of Interest (AOI), and the eye-tracking data in these AOIs are analyzed in more detail and calculated (Huang and Lin, 2020). Studies have shown that the total duration of fixation and fixation count of stimulus materials are considered to be attractive judgments (Behe et al, 2015(Behe et al, , 2020, and the fixation count significantly positively correlates with the subjective preference rating (Zheng et al, 2021). In poor restorative environments, eye movements fixate more frequently for shorter durations (Martínez-Soto et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Effects of forest spatial types, element compositions and forest stands on restorative potential and aesthetic preference

Wang,

Liu,

Jiang

et al. 2023

Front. For. Glob. Change

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IntroductionAs global urbanization intensifies, the physical and mental stressors of modern life have led to the growing prevalence of suboptimal health conditions. Spending time in a forest benefits human health and well-being. In this context, based on the forest spatial types (forest interior and forest edge spaces), landscape elements (architecture, water and roads) and forest stands (coniferous, broadleaf and bamboo forests), this study investigated the effects of different forest spatial landscape characteristics on the restorative potential for college students, aesthetic preference and eye movement behavior (total fixation duration and fixation count).MethodsIn this study, a total of 60 subjects were exposed to 42 photographs depicting typical forest landscapes acquired through field studies. The Short-version Revised Restoration and Preference Scale and eye-tracking technology, were employed to study the recovery efficiency and visual attraction of forest spatial of different forest spatial types, element compositions and forest stands.Results(1) The restorative potential and aesthetic preference score of forest edge spaces were significantly higher than those of forest interior spaces. (2) The restorative potential of bamboo forests was significantly higher than those of coniferous and broadleaf forests. (3) In terms of forest interior space, the restorative potential of “forest + 1 element” composition and “forest + 2 elements” composition was significantly higher than that of pure forest, and the restorative potential of interior space of bamboo forest was significantly higher than those of coniferous and broadleaf forests. (4) In terms of forest edge space, the restorative potential of “forest + 2 elements” composition was significantly higher than that of pure forest, and the restorative potential of pure forests was significantly higher than that of the “forest + 1 element” composition. (5) The restorative potential of forest spatial landscape characteristics positively correlated with aesthetic preference and negatively correlated with total fixation duration and fixation count. These results can provide a reference for future forest landscape research, construction and management.

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Seeing through the forest: The gaze path to purchase

Cited by 15 publications

References 67 publications

Visual preference of plant features in different living environments using eye tracking and EEG

Visual preference of plant features in different living environments using eye tracking and EEG

Extracting Image Characteristics to Predict Crowdfunding Success

Effects of forest spatial types, element compositions and forest stands on restorative potential and aesthetic preference

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