Areas of Interest as a Signal Detection Problem in Behavioral Eye‐Tracking Research

Decision researchers frequently analyze attention to individual objects to test hypotheses about underlying cognitive processes. Generally, fixations are assigned to objects using a method known as area of interest (AOI). Ideally, an AOI includes all fixations belonging to an object while fixations to other objects are excluded. Unfortunately, due to measurement inaccuracy and insufficient distance between objects, the distributions of fixations to objects may overlap, resulting in a signal detection problem. If the AOI is to include all fixations to an object, it will also likely include fixations belonging to other objects (false positives). In a survey, we find that many researchers report testing multiple AOI sizes when performing analyses, presumably trying to balance the proportion of true and false positive fixations. To test whether AOI size influences the measurement of object attention and conclusions drawn about cognitive processes, we reanalyze four published studies and conduct a fifth tailored to our purpose. We find that in studies in which we expected overlapping fixation distributions, analyses benefited from smaller AOI sizes (0° visual angle margin). In studies where we expected no overlap, analyses benefited from larger AOI sizes (>.5° visual angle margins). We conclude with a guideline for the use of AOIs in behavioral eye‐tracking research. Copyright © 2015 John Wiley & Sons, Ltd.     

Odor Semantics and Visual Cues: What We Smell Impacts Where We Look,What We Remember,and What We Want to Buy

The current research uses eye‐tracking technology in a consumer context to explore the interactive effects of olfactory and visual cues on consumers' eye gaze patterns. We manipulate the semantic correspondence between pictorial objects depicted in print advertisements and odors smelled (or not) while looking at the ads. The results indicate that smelling a scent that shares learned semantic associations with an object in the advertisement diverts consumers' eye gazes to the semantically related object in the ad, with positive downstream effects on advertising recall and purchase intent. This is the first study we are aware of demonstrating multisensory integration of odors and pictures on consumer eye gaze patterns with clear implications for consumer choice. Copyright © 2015 John Wiley & Sons, Ltd.     

Tracing Attitude Expressions: An Eye‐Tracking Study

Attitudes represent object evaluations, comprising complex underlying cognitive and affective knowledge structures. When people are asked to judge an object, they can use their primary response (i.e., the immediate object‐evaluation linkage) or underlying affective and cognitive knowledge structures. In many situations, a primary response satisfices, but if not, more elaboration is required. Both processes are fundamentally different but may lead to the same attitude. For monitoring underlying processes during attitude expression, we developed an innovative eye‐tracking procedure using eye‐gaze on response scale options. This procedure was applied in three studies to identify the extent to which elaboration differs for attitude objects with weak or strong, univalent or mixed object evaluations (i.e., univalent, neutral and ambivalent). In Study 1, the overall judgment preceded processing of more specific affective and cognitive linkage evaluations. In Studies 2 and 3, the order was reversed, and affective and cognitive bases were assessed prior to overall attitude outcomes. For attitude objects with strong univalent or strong mixed object evaluations, we found similar outcomes on underlying processes. For weak object evaluations, cognition was found to be more predictive and easily accessible if an overall judgment was required first; affect for these objects was more predictive if people had to elaborate on affect and cognition first. We concluded that both affective and cognitive attitudes may require substantial elaboration, albeit in different situations. Copyright © 2015 John Wiley & Sons, Ltd.     

A Scanpath Analysis of the Risky Decision‐Making Process

In the field of eye tracking, scanpath analysis can reflect the sequential and temporal properties of the cognitive process. However, the advantages of scanpath analysis have not yet been utilized in the study of risky decision making. We explored the methodological applicability of scanpath analysis to test models of risky decision making by analyzing published data from the eye‐tracking studies of Su et al. (2013); Wang and Li (2012), and Sun, Rao, Zhou, and Li (2014). These studies used a proportion task, an outcome‐matched presentation condition, and a multiple‐play condition as the baseline for comparison with information search and processing in the risky decision‐making condition. We found that (i) the similarity scores of the intra‐conditions were significantly higher than those of the inter‐condition; (ii) the scanpaths of the two conditions were separable; and (iii) based on an inspection of typical trials, the patterns of the scanpaths differed between the two conditions. These findings suggest that scanpath analysis is reliable and valid for examining the process of risky decision making. In line with the findings of the three original studies, our results indicate that risky decision making is unlikely to be based on a weighting and summing process, as hypothesized by the family of expectation models. The findings highlight a new methodological direction for research on decision making. Copyright © 2016 John Wiley & Sons, Ltd.     

The influence of second language proficiency on bilingual parallel language activation in Hindi–English bilinguals

We investigated the spontaneous activation of phonologically related words in high and low proficient Hindi–English bilinguals during spoken word processing in an eye-tracking study. Participants listened to spoken words in L1/L2 and looked at a display (consisting of line drawings of phonological cohort of the translation equivalent of the spoken word and unrelated distractors). Both the groups were quick in orienting their attention towards the competitor with the onset of the spoken word. Furthermore, high proficient bilinguals showed higher and earlier activation of the competitor compared to low proficient bilinguals. Cross-language activations were higher in the L2–L1 direction for both the groups. The results strongly suggest language non-selective access of translation in Hindi–English bilinguals in both language directions. We discuss the results with regard to the predictions of the bilingual language processing models and the effect of language proficiency on conceptual access during listening in bilinguals.     

Sampling and decision rules used by honey bees in a foraging arena

Animals must continuously choose among various available options to exploit the most profitable resource. They also need to keep themselves updated about the values of all available options, since their relative values can change quickly due to depletion or exploitation by competitors. While the sampling and decision rules by which foragers profitably exploit a flower patch have attracted a great deal of attention in theory and experiments with bumble bees, similar rules for honey bee foragers, which face similar foraging challenges, are not as well studied. By presenting foragers of the honey bee Apis cerana with choice tests in a foraging arena and recording their behavior, we investigate possible sampling and decision rules that the foragers use to choose one option over another and to track other options. We show that a large part of the sampling and decision-making process of a foraging honey bee can be explained by decomposing the choice behavior into dichotomous decision points and incorporating the cost of sampling. The results suggest that a honey bee forager, by using a few simple rules as part of a Bayesian inference process, is able to effectively deal with the complex task of successfully exploiting foraging patches that consist of dynamic and multiple options.     

The Determinants of a Quality of Life Indicator for Farm Operator Households: Application of Zero-Inflated Count-Data Models

The assessment of the determinants of quality of life in the USA has long been a focus of many researchers. This paper contributes towards that effort by focusing on the quality of life attributes of a segment of the population; namely, farm operator households. To assist in this effort, a quality of life indicator is constructed based on data from the 2004 Agricultural Resource Management Survey along with some auxiliary databases. The determinants of this indicator have been assessed by means of count-data models with special emphasis being given to the role of the preponderance of zeros in the constructed index. Based on the findings, some policy recommendations on how to improve the quality of life in the rural communities are provided.

Learning and memory facilitate predictive tracking in 4-month-olds

We investigated 4-month-olds’ oculomotor anticipations when viewing occlusion stimuli consisting of a small target that moved back and forth repetitively while the center of its trajectory was occluded by a rectangular screen. We examined performance under five conditions. In the baseline condition, infants produced few predictive relative to reactive eye movements. In the full training condition, anticipations were increased in frequency following prior exposure to a target moving along a fully visible trajectory. The delay condition tested the effects of training after a 30-min interval elapsed between training and test, resulting in a return to baseline performance. However, the training effect was reinstated in the reminder condition following another brief exposure to the training stimulus prior to test. Finally, in the brief training condition, we found that the brief exposure alone was insufficient to induce the training effect. Results are interpreted in the context of learning from short-term experience and long-term memory.     

Transverse diffusivity of cerebral parenchyma predicts visual tracking performance in relapsing–remitting multiple sclerosis

This study investigated the relation between cerebral damage related to multiple sclerosis (MS) and cognitive decline as determined by two classical mental tracking tests. Cerebral damage in 15 relapsing–remitting MS patients was measured by diffusion tensor imaging (DTI). Fractional anisotropy, longitudinal and transverse diffusivity were defined in the cerebral parenchyma. Cognitive performance of the MS patients was assessed with the oral response format of the Symbol Digit Modalities Test (SDMT) and the Paced Auditory Serial Addition Test (PASAT). A significant correlation was found between performance on the SDMT and the fractional anisotropy in the brain. This correlation was predominantly induced by transverse diffusivity. Transverse diffusivity refers to the diffusion across fibers rather than along the fibers and is believed to be a specific marker for axonal loss and demyelination associated with MS. No significant association between DTI-measures and PASAT performance was found and this negative finding was mainly attributed to psychometric qualities. These results indicate that diffusivity along the non-principal diffusion direction, a possible signature of MS-related white matter pathology, contributes to information processing speed as measured with the SDMT, a task that requires close visual tracking and a widely used clinical marker for cognitive decline in MS.