The current study examined whether and how the Chinese culture rooted median thinking style may affect banner ad viewing and evaluation. Eye tracking performance was recorded as participants viewed banner ads of different information complexity. High median thinking participants were characterized by a flexible perceptual processing style. Their eye tracking performance showed that they respond...

We propose a high-speed size and orientation invariant eye tracking method, which can acquire numerical parameters to represent the size and orientation of the eye. In this paper, we discuss that high tolerance in human head movement and real-time processing that are needed for many applications, such as eye gaze tracking. The generality of the method is also important. We use template matching...

This paper reviews cognitive neuroscience and several neurophysiological tools (e.g., fMRI, PET, EEG, MEG, and eye tracking). The strengths and weaknesses of such tools for information systems research are presented. The paper provides examples of existing cognitive neuroscience studies in varies areas, such as neuroeconomics, neuromarketing, and eye tracking. In addition, this paper provides a...

Chameleons perform large-amplitude eye movements that are frequently referred to as independent, or disconjugate. When prey (an insect) is detected, the chameleon's eyes converge to view it binocularly and 'lock' in their sockets so that subsequent visual tracking is by head movements. However, the extent of the eyes' independence is unclear. For example, can a chameleon visually track two smal...

Eye tracking technology is becoming easier and cheaper to use, resulting in its increasing application to numerous fields of research. The data collected during an eye tracking experiment can be analyzed by statistical methods and/or with visualization techniques. Visualizations can reveal characteristics of fixations, saccades, and scanpath structures. In this survey, we present an overview of...

While existing eye detection and tracking algorithms can work reasonably well in a controlled environment, they tend to perform poorly under real world imaging conditions where the lighting produces shadows and the person’s eyes can be occluded by e.g. glasses or makeup. As a result, pixel clusters associated with the eyes tend to be grouped together with background-features. This problem occur...

Head-mounted eye tracking offers remarkable opportunities for research and applications regarding pervasive health monitoring, mental state inference, and human computer interaction in dynamic scenarios. Although a plethora of software for the acquisition of eye-tracking data exists, they often exhibit critical issues when pervasive eye tracking is considered, e.g., closed source, costly eye tr...

Early eye-tracking experiments required participants to stabilize their heads while looking at two-dimensional stimuli in a room with carefully controlled lighting. Many of the field’s standards for collecting and processing data reflect this history of stationary, laboratory-based eyetracking. Over the last two decades, the cost and quality of wearable eye-tracking systems has improved dramati...

This paper presents a renewed overview of photosensor oculography (PSOG), an eye-tracking technique based on the principle of using simple photosensors to measure the amount of reflected (usually infrared) light when the eye rotates. Photosensor oculography can provide measurements with high precision, low latency and reduced power consumption, and thus it appears as an attractive option for pe...

Mobile eye tracking has become a fruitful method for spatial research. Body movement and orientation as well as the complexity of real-­‐world surround-­‐ ings have a strong influence on the processing of environmental information that can be captured by mobile eye...