How Students Read Mathematical Representations: An Eye Tracking Study

Abstract

How do students, with different background knowledge in mathematics, read a mathematical text? How do they perform the transformations between the different representations (formulas, graphs and words) in order to grasp its meaning? We use eye tracking to highlight the ongoing process of making sense of mathematical representations during problem solving. Eye tracking is a method enabling a close examination of how attention is directed at a stimulus. […]

Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data

Abstract

Consumer behavior at the point of purchase is influenced by out-of-store memory-based factors (e.g., brand preferences) and by in-store attention-based factors (e.g., shelf position and number of facings). In today’s cluttered retail environments, creating memory-based consumer pull is not enough; marketers must also create “visual lift” for their brands—that is, incremental consideration caused by in-store visual attention.
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A Combined fMRI and Eye Tracking Study of Human Overt Attention

Abstract

Visual attention can be voluntarily directed towards an item based on our current behavioral goals and knowledge or it can be reflexively drawn to salient features of a visual scene. Recent functional magnetic resonance imaging (fMRI) studies have proposed two partially segregated networks for these complementary top-down and bottom-up attentional control mechanisms: The dorsal frontoparietal system, which is involved in top-down attentional allocation, and a stimulus-driven ventral frontoparietal system. […]