Eye movements as a method for investigating cognitive processing by Kevin Tao

Eye Movements as a Method for Investigating Cognitive Processing Chen-Chao Tao Department of Communication and Technology National Chiao Tung University

Eye Tracking

Attention Selective attention – Explores the differential processing of incoming sensory information and the extent to which unattended stimuli are processed Divided attention – Examines the parallel processing of incoming sensory information Attentional set – Address the influence of advance information about stimuli on the processing of incoming sensory information

Cognitive Approaches to Media Limited capacity model of motivated mediated message processing (LC4MP) Limited Resources Orienting responses Message Information processing Media Effects Automatic Structural Encoding Attitude Features Controlled Storage Behavior Content Features Retrieval Cognition Motivation Emotion Appetitive Valence Aversive Arousal

Cognitive Processing during Web Search Stroop-type stimulus Working memory capacity Information Maintenance (Targets) In-text links & ads Inhibition Flanker stimulus (Distractors)

Fixations and saccades Saccade Fixation Low versus high velocity? Minimum duration (100ms or 2 SD) Fixation

Why use eye movements in research? The eye-mind hypothesis – The relationship between eye movements and attentional mechanisms Still in infant stage – Have been broadly applied to different research topics (including the commercial sector), but not deeply studied “Which measure is best to use as an index of processing time partly depends on what is being examined.” – Spillover effects: “the problem is that words are processed when they are not fixated.

Who am I? Education Ph.D. in Mass Communication at IUB M.A. in Communication Technology at NCTU Professional experience 2000-2003 Neobits Technology Inc. (新位元科技) General Manager and Founder 1996-2000 Common Wealth Magazine (天下雜誌) Supervisor of Information Center, Deputy Manager of Internet Department, Research Editor Research interests Cognitive approaches to media Mediation and moderation Social network analysis

Eye movements as a method for investigating cognitive processing by Kevin Tao

by UserXper Digital Consulting on Jun 20, 2010

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Eye movements as a method for investigating cognitive processing by Kevin Tao — Presentation Transcript