Study on the application of eye tracker

The first European Eye Movement Congress was held in Bonn, Germany in 198 1. Although it is small in scale, it marks the coming boom of dynamic research. The 13th European Eye Movement Congress was held in Bern, Switzerland in August 2005, and its scale and scope have already surpassed Europe. It has become an important platform for eye movement experts from all over the world to exchange academic ideas and strengthen cooperation. Eye movement psychology research is a new field and has become a useful paradigm of contemporary psychological research.

With the development of eye tracker to intelligence, serialization and portability, its theoretical research and application in many branches of psychology have developed rapidly. The following briefly introduces some research and application fields of eye movement theory.

Research on the Psychological Mechanism of Eye Movement and Visual Information Processing

It is the main topic of basic research in psychology. The basic theory in this field is mainly about the relationship between visual information processing and eye movement, especially the relationship model between saccade and attention. Godijn and Theeuwes proposed a competitive integration model to explain the competition between exogenous saccades and endogenous saccades. The model thinks that saccade process occurs on a saccade chart, which is dynamic, changing and psychological. It is the result of integrating information from different aspects (such as endogenous and exogenous). Psychologists all recognize the internal relationship between attention and eye movement. Attention is a common psychological mechanism in information processing, so understanding the state and direction of attention through eye movements can provide a unique and effective way to reveal the internal mechanism of information processing.

A Study of Eye Movement in Reading

Psychologists' eye movement research on reading can be traced back to19th century. The masterpieces are 1897' s problems in reading psychology by Quantz, 1906' s reading psychology by dearborn and 1908' s reading psychology and education by Huey. With the rise of cognitive psychology, psychologists began to pay attention to the relationship between eye movement and perception and their cognition. In the study of reading, psychologists use eye movement parameters to reflect the process of cognitive processing.

Eye movement research on visual search and picture viewing pattern recognition

Looking at pictures is a continuous search process, and important information is intuitive. People often get information farther away from the central fossa. In 1930s, Buswell made a systematic study of picture viewing, and got two perceptual models: the first is overview, and the other is long-term gaze. Jabs (1967) made a comprehensive and systematic study of picture-reading with eye movement as an index. Noton stark( 197 1) put forward a hypothesis of perception theory of visual mode, which is supported by evidence.

Pattern recognition is one of the important topics of cognitive psychology in the field of perception. Gould et al. (1965) studied the eye movement pattern of searching numbers, and Williams( 1966) found in the experiment that when only the digital information the subjects were looking for was told, the subjects often did not show obvious selective gaze, while when one of the three information of color, size and shape was given, the color information made the subjects show obvious selective gaze. China psychologist Han Yuchang (1997) studied the eye movement sequence (time and spatial order) when subjects observed different shapes and colors, and obtained many experimental results.

Application of eye movement analysis in advertising psychology research

As a way of information transmission, advertising aims at selling goods. Advertising psychology is to apply the basic principles of psychology to advertising design. By studying the psychological process and characteristics of consumers, we can design advertisements that can best arouse consumers' desire to buy. People judge the effect of advertising in consumer groups by measuring various psychological effects. The methods to measure the psychological effect of advertisements include: cognitive measurement of advertising media, memory measurement of advertising media, visual psychological measurement and opinion measurement. Among them, visual psychological measurement is an important part of advertising psychology research, and the instrument often used in its measurement is eye tracker. Eye tracker can record the eye movements of customers when watching advertisements. By analyzing the recorded data, we can clearly understand the order of customers watching advertisements, the gazing time, gazing times, scanning distance, pupil diameter (area) changes of a certain part of the screen, and so on (interest intervals can be divided when analyzing the results). By analyzing the psychological activities of advertisers, we can help advertisers understand whether advertisers watch advertisements according to the intention of advertisers, and whether advertisers (investors) are most concerned about important information such as company name, product name and distinctive features, brand logo, etc. Through eye movement analysis, it can provide useful basis for advertising designers to arrange advertising layout (the location of important information), illustration and copy, and also provide objective indicators for evaluating the effect of advertising design.

Research on motivation and attitude

In the same situation, recording the subject's eye movement information can detect the subject's choice orientation of information, so as to study the motivation and attitude orientation of different individuals in the same situation. For example, the gaze time of different commodities can reflect the subjects' interests, ambitions and consumption motives.

Developmental psychology research

By recording the eye movement information of children and adolescents of different ages under various conditions, the development level of their information processing ability and learning ability can be detected. If eye movement analysis is applied to the study of subject problem solving, we can explore and compare the process and mechanism of extracting external information when different students solve various problems, and infer their representation problems.