Playing It by Eye: Stimulus Based Effects on Attention Patterns in Shopping
Hsieh, Brendon Ben-Kan
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https://hdl.handle.net/2142/82186
Description
Title
Playing It by Eye: Stimulus Based Effects on Attention Patterns in Shopping
Author(s)
Hsieh, Brendon Ben-Kan
Issue Date
2009
Doctoral Committee Chair(s)
David Irwin
Department of Study
Psychology
Discipline
Psychology
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Cognitive
Language
eng
Abstract
This paper is a study of the influence of visual properties on attention allocation while shopping using data from the the Brand In Store Impact Packaging (BISIP) database provided by Procter & Gamble. Experiment 1 found sustained influence of visual properties on predicting fixation location as assessed by two models of low-level vision, the statistical salience model (Itti & Koch, 2001) and the feature congestion model (Rosenholtz, Li & Nakano, 2007). Experiment 2 extended these findings by finding a significant correlation between changes in visual properties and changes in eye movement behavior between subjects. Experiment 3 analyzed the dataset for evidence of eye movement patterns predicted by the visual decision making and visual search literature and found no evidence of either. All together, these experiments argue for focus on bottom up influences on visual attention while also questioning deeply held assumptions about top down control during shopping. Theoretical implications for the feature congestion and statistical salience models are also discussed.
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