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1 – 10 of 105Clickbait has become a popular strategy for attracting online users by enticing them to follow the link to a particular website to read further. The purpose of this paper is to…
Abstract
Purpose
Clickbait has become a popular strategy for attracting online users by enticing them to follow the link to a particular website to read further. The purpose of this paper is to fill a gap in the literature by providing empirical evidence of how clickbait headlines affect online users’ emotional and behavioral responses, specifically emotional arousal and intention to read news. In addition, it is an early attempt to examine pupillary dilation response as an indicator of emotional arousal in the online news context.
Design/methodology/approach
An experiment was conducted primarily to examine the levels of emotional arousal evoked by two treatment groups of online news headlines, news and clickbait, compared to a neutral control group. Emotional arousal was assessed using two approaches – pupillary dilation response recorded by an eye-tracking device and the Self-Assessment Manikin (SAM) – and the results were compared. The influence of emotional arousal on intention to read news was hypothesized and tested.
Findings
The level of emotional arousal evoked by the headlines varies. In general, clickbait headlines generate a higher level of emotional arousal than do the neutral headlines but a lower level than the news headlines. The results also indicate that the level of emotional arousal measured by pupillary dilation response and by SAM are somewhat consistent. Emotional arousal appears to be a significant predictor of intention to read news.
Originality/value
This study is an initial attempt to investigate how clickbait headlines influence online users’ perceptions and responses, which will be of interest to researchers and news media publishers. The current study also provides evidence for adopting pupillary dilation response, an unobtrusive measure of emotional response, as an alternative methodology for future studies that investigate emotional arousal related to textual information in the online news context.
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Camille Desrochers, Pierre-Majorique Léger, Marc Fredette, Seyedmohammadmahdi Mirhoseini and Sylvain Sénécal
Online grocery shopping possesses characteristics that can make it more difficult than regular online shopping. There are numerous buying decisions to make each shopping session…
Abstract
Purpose
Online grocery shopping possesses characteristics that can make it more difficult than regular online shopping. There are numerous buying decisions to make each shopping session, there are large ranges of product types to choose from and there is varied arithmetical complexity. The purpose of this paper is to examine how such characteristics influence the attitude of consumers toward online grocery shopping websites.
Design/methodology/approach
The authors hypothesized that the product type (search or experience product), the task arithmetic complexity, and the attention and cognitive load associated with browsing through product pictures have an effect on the attitude of online shoppers toward these websites. To test the hypotheses, 31 subjects participated in a within-subject laboratory experiment.
Findings
The results suggest that visual attention to product pictures has a positive effect on the attitude of online shoppers toward a website when they are shopping for experience goods, but that it has a negative effect on their attitude toward a website when the task arithmetic complexity is greater. They also suggest that the cognitive load associated with browsing through product pictures has a negative effect on the attitude of online shoppers toward a website when they are shopping for experience goods, and that greater cognitive load variation has a positive effect on their attitude toward a website when arithmetic task complexity is greater.
Practical implications
When designing online grocery websites, providing clear single unit quantities with pictures corresponding to the sales unit could help establish a clear baseline on which consumers can work out their quantity requirements. For decisions involving experience goods, product pictures may act as an important complementary information source and may even be more diagnostic than text description.
Originality/value
Results reinforce the relevance of enriching the study of self-reported measures of the user experience on e-commerce sites with automatic measures.
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Wagner Ladeira, Fernando de Oliveira Santini and William Carvalho Jardim
This study was predicated on gaze behaviour in front-of-shelf orientation. The purpose of this paper is to analyse the effect of the presence (absence) of competing brands on…
Abstract
Purpose
This study was predicated on gaze behaviour in front-of-shelf orientation. The purpose of this paper is to analyse the effect of the presence (absence) of competing brands on consumer attention in front-of-shelf orientation. The effects on visual attention investigated on the shelf were eye scan path of the total available area, information acquisition in extremities and mental effort.
Design/methodology/approach
Two experiments were performed using eye-tracking technology. The first study was conducted in a closed and static environment. The second study was performed in an open and dynamic environment. In these studies, the authors used, as an independent variable, the arrangement of brands on shelves (presence vs absence of competing) and evaluated the variations in the visual attention through three dependent variables: eye scan path of the total available area, information acquisition in extremities and mental effort.
Findings
Three hypotheses were tested. The first hypothesis confirmed that scenarios of competitive brands are rather composed of natural complex scenes, so there is a greater number of eye fixations needed to identify and locate objects. In addition, the second hypothesis demonstrated that, in scenarios of competitive brands, there is an acceleration of information acquisitions causing an increase in peripheral vision at the ends of the shelf. Finally, the third hypothesis demonstrated that the presence of a greater attention effort in the scenario of competing brands was verified, since the mental effort variables (revisiting the shelf, noting and re-examining) were greater than in the scenario of non-competing brands.
Research limitations/implications
Limitations of this study may be associated with the absence of top-down factors and a lack of results associated with evaluation and verification phases.
Originality/value
Gaze behaviour is susceptible to the information derived from the absence and presence of competing brands.
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Xiaohong Mo, Enle Sun and Xian Yang
The purpose of this paper is to study online clothing consumers' behaviour and their visual attention mechanism to provide objective and quantitative evidences for the display and…
Abstract
Purpose
The purpose of this paper is to study online clothing consumers' behaviour and their visual attention mechanism to provide objective and quantitative evidences for the display and sales of online clothing.
Design/methodology/approach
Firstly, this paper conducted a Focus Group Methodology and questionnaire survey to obtain concern factors of online clothing. Secondly, the online clothing's bottom-up visual stimulation and consumer's top-down expectations were analysed, and proposed the hypotheses about significant stimulus of clothing and consumer's emotional experience. Thirdly, the online clothing consumer's visual attention rules and related qualitative results were discussed, and proposed visual attention law for online clothing. Finally, took the company's 84th quarter clothing design practices as research projects, all the hypotheses were demonstrated through eye movement physiology experiments, online clothing trial release and node sales data.
Findings
Online clothing has unique visual display ways compared with other online products such as online advertising, brands and food packaging. Clothing patterns of unfamiliar (fresh) font shapes are more attractive than the patterns of familiar fonts. The cause of the bottom-up visual attention bias is the contrast between clothing features, not the absolute stimulus intensity of the features themselves. Clothing factors can change their emotional experience from no difference to significant difference under the influence of other clothing factors.
Originality/value
Put forward hypotheses of online clothing consumer behaviour and its visual attention mechanism, provided objective and quantitative evidences through eye tracker.
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Timothy Stapleton and Helen Sumin Koo
The purpose of this paper is to investigate the effectiveness of biomotion visibility aids for nighttime bicyclists compared to other configurations via 3D eye-tracking technology…
Abstract
Purpose
The purpose of this paper is to investigate the effectiveness of biomotion visibility aids for nighttime bicyclists compared to other configurations via 3D eye-tracking technology in a blind between-subjects experiment.
Design/methodology/approach
A total of 40 participants were randomly assigned one of four visibility aid conditions in the form of videos: biomotion (retroreflective knee and ankle bands), non-biomotion (retroreflective vest configuration), pseudo-biomotion (vertical retroreflective stripes on the back of the legs), and control (all-black clothing). Gaze fixations on a screen were measured with a 3D eye-tracking system; coordinate data for each condition were analyzed via one-way ANOVA and Tukey’s post-hoc analyses with supplementary heatmaps. Post-experimental questionnaires addressed participants’ qualitative assessments.
Findings
Significant differences in eye gaze location were found between the four reflective clothing design conditions in X-coordinate values (p<0.01) and Y-coordinate values (p<0.05).
Practical implications
This research has the potential to further inform clothing designers and manufacturers on how to incorporate biomotion to increase bicyclist visibility and safety.
Social implications
This research has the potential to benefit both drivers and nighttime bicyclists through a better understanding of how biomotion can increase visibility and safety.
Originality/value
There is lack of literature addressing the issue of the commonly administered experimental task of recognizing bicyclists and its potential bias on participants’ attention and natural driving state. Eye-tracking has the potential to implicitly determine attention and visibility, devoid of biases to attention. A new retroreflective visibility aid design, pseudo-biomotion, was also introduced in this experiment.
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Fatima Isiaka, Kassim S Mwitondi and Adamu M Ibrahim
The purpose of this paper is to proposes a forward search algorithm for detecting and identifying natural structures arising in human-computer interaction (HCI) and human…
Abstract
Purpose
The purpose of this paper is to proposes a forward search algorithm for detecting and identifying natural structures arising in human-computer interaction (HCI) and human physiological response (HPR) data.
Design/methodology/approach
The paper portrays aspects that are essential to modelling and precision in detection. The methods involves developed algorithm for detecting outliers in data to recognise natural patterns in incessant data such as HCI-HPR data. The detected categorical data are simultaneously labelled based on the data reliance on parametric rules to predictive models used in classification algorithms. Data were also simulated based on multivariate normal distribution method and used to compare and validate the original data.
Findings
Results shows that the forward search method provides robust features that are capable of repelling over-fitting in physiological and eye movement data.
Research limitations/implications
One of the limitations of the robust forward search algorithm is that when the number of digits for residuals value is more than the expected size for stack flow, it normally yields an error caution; to counter this, the data sets are normally standardized by taking the logarithmic function of the model before running the algorithm.
Practical implications
The authors conducted some of the experiments at individual residence which may affect environmental constraints.
Originality/value
The novel approach to this method is the detection of outliers for data sets based on the Mahalanobis distances on HCI and HPR. And can also involve a large size of data with p possible parameters. The improvement made to the algorithm is application of more graphical display and rendering of the residual plot.
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Fatima Isiaka and Zainab Adamu
One of the contributions of artificial intelligent (AI) in modern technology is emotion recognition which is mostly based on facial expression and modification of its inference…
Abstract
Purpose
One of the contributions of artificial intelligent (AI) in modern technology is emotion recognition which is mostly based on facial expression and modification of its inference engine. The facial recognition scheme is mostly built to understand user expression in an online business webpage on a marketing site but has limited abilities to recognise elusive expressions. The basic emotions are expressed when interrelating and socialising with other personnel online. At most times, studying how to understand user expression is often a most tedious task, especially the subtle expressions. An emotion recognition system can be used to optimise and reduce complexity in understanding users' subconscious thoughts and reasoning through their pupil changes.
Design/methodology/approach
This paper demonstrates the use of personal computer (PC) webcam to read in eye movement data that includes pupil changes as part of distinct user attributes. A custom eye movement algorithm (CEMA) is used to capture users' activity and record the data which is served as an input model to an inference engine (artificial neural network (ANN)) that helps to predict user emotional response conveyed as emoticons on the webpage.
Findings
The result from the error in performance shows that ANN is most adaptable to user behaviour prediction and can be used for the system's modification paradigm.
Research limitations/implications
One of the drawbacks of the analytical tool is its inability in some cases to set some of the emoticons within the boundaries of the visual field, this is a limitation to be tackled within subsequent runs with standard techniques.
Originality/value
The originality of the proposed model is its ability to predict basic user emotional response based on changes in pupil size between average recorded baseline boundaries and convey the emoticons chronologically with the gaze points.
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Bruno Laeng, Takashi Suegami and Samira Aminihajibashi
The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We…
Abstract
Purpose
The purpose of this paper was to investigate how attention to wine labels related to preference by using quantitative measures of gaze and of the diameter of the eye pupil. We assessed whether eye fixations could predict choices and willingness to pay and whether pupil size could index the aesthetic value of wine labels. More specific goals were to identify which elements of a wine label captured attention the most and to assess whether an authentic label would be preferred by naïve consumers over other alternative labels, also designed by the same studio but excluded from the market.
Design/methodology/approach
Infrared eye-tracking was used to measure the amount of time spent on a specific label among four that were simultaneously shown on the computer screen. Participants also made explicit decisions about preferred labels and provided price estimates. Pupillometry was used for labels shown in isolation to obtain a physiological index of their arousing effect and aesthetic appeal. Eye fixations provided an index of what was selected by attention, whereas changes in the pupillary diameter indexed how intensively attention was focused on an item.
Findings
A strong positive relationship was found between the dwelling of gaze over a specific label and the degree in which a wine bottle was preferred and (virtually) chosen. The pictorial elements of the labels were fixated the most, whereas verbal information was looked at the least. Attractiveness scores of each bottle collected with one independent group of observers were able to predict the willingness to pay in another group. Moreover, pupil size changed non-linearly in relation to the hedonic values of the wine labels, indicating greater responses to the most as well as least attractive labels (i.e. for the most arousing labels).
Research limitations/implications
A limitation of the present experiments was that only choices and behavior of wine “novices” were probed; hence, the present findings might not be generalized to other segments (e.g. wine connoisseurs). Moreover, the present study could not specify which visual properties of a label affect preference, aesthetic value and estimates of price, as the study of these effects would require a large number and variety of label stimuli.
Practical implications
Eye monitoring methods could assist marketing studies of preferences and decision-making. Both wine label designers and wine producers could benefit from eye-tracking methods to improve label selection and optimize the design process of a wine label.
Originality/value
Although both eye-tracking and pupillometry have been used to the investigate aesthetic preferences for at least the past 50 years, the measurement of pupil diameter and eye movements to study attributes of (authentic) wine labels and their effectiveness is entirely novel. The present study confirms that measures based on eye-tracking combined to explicit choices or ratings provide complementary types of market-relevant information. Both methods provide objective, quantitative, information of the effect of the labels on consumers that is independent but predictive of actual choices and verbally reported preferences. Moreover, they appear to index different processes, pupillometry being a proxy of aesthetic value and gaze a reliable index of choice. Thus, the present findings can be of value to the academic researcher as well as industry and design practitioners.
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Zehui Zhan, Jun Wu, Hu Mei, Qianyi Wu and Patrick S.W. Fong
This paper aims to investigate the individual difference on digital reading, by examining the eye-tracking records of male and female readers with different reading ability…
Abstract
Purpose
This paper aims to investigate the individual difference on digital reading, by examining the eye-tracking records of male and female readers with different reading ability (including their pupil size, blink rate, fixation rate, fixation duration, saccade rate, saccade duration, saccade amplitude and regression rate).
Design/methodology/approach
A total of 74 participants were selected according to 6,520 undergraduate students’ university entrance exam scores and the follow-up reading assessments. Half of them are men and half are women, with the top 3% good readers and the bottom 3% poor readers, from different disciplines.
Findings
Results indicated that the major gender differences on reading abilities were indicated by saccade duration, regression rate and blink rate. The major effects on reading ability have a larger effect size than the major effect on gender. Among all the indicators that have been examined, blink rate and regression rates are the most sensitive to the gender attribute, while the fixation rate and saccade amplitude showed the least sensitiveness.
Originality/value
This finding could be helpful for user modeling with eye-tracking data in intelligent tutoring systems, where necessary adjustments might be needed according to users’ individual differences. In this way, instructors could be able to provide purposeful guidance according to what the learners had seen and personalized the experience of digital reading.
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Jacek Gwizdka, Yan Zhang and Andrew Dillon
The purpose of this paper is to introduce eye tracking as a method for capturing direct and indirect measures of online human information search behaviour. The unique contribution…
Abstract
Purpose
The purpose of this paper is to introduce eye tracking as a method for capturing direct and indirect measures of online human information search behaviour. The unique contribution of eye-tracking data in studying information behaviour is examined in the context of health information research.
Design/methodology/approach
The need for multiple methods of data collection when examining human online health information behaviour is described and summarised. The nature of human eye movements in information use and reading is outlined and the emergence and application of contemporary eye-tracking technology are explained.
Findings
The paper summarises key contributions and insights that eye tracking has provided across multiple studies, with examples of both direct data on fixations and gaze durations as well as theoretical assessments of relevance and knowledge gain.
Originality/value
The paper provides a basic introduction to the application of a unique method for information research in general and online health information search in particular and provides readers with an awareness of how such data are captured and interpreted.
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