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Title:Playing It by Eye: Stimulus Based Effects on Attention Patterns in Shopping
Author(s):Hsieh, Brendon Ben-Kan
Doctoral Committee Chair(s):David Irwin
Department / Program:Psychology
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Psychology, Cognitive
Abstract:This paper is a study of the influence of visual properties on attention allocation while shopping using data from the the Brand In Store Impact Packaging (BISIP) database provided by Procter & Gamble. Experiment 1 found sustained influence of visual properties on predicting fixation location as assessed by two models of low-level vision, the statistical salience model (Itti & Koch, 2001) and the feature congestion model (Rosenholtz, Li & Nakano, 2007). Experiment 2 extended these findings by finding a significant correlation between changes in visual properties and changes in eye movement behavior between subjects. Experiment 3 analyzed the dataset for evidence of eye movement patterns predicted by the visual decision making and visual search literature and found no evidence of either. All together, these experiments argue for focus on bottom up influences on visual attention while also questioning deeply held assumptions about top down control during shopping. Theoretical implications for the feature congestion and statistical salience models are also discussed.
Issue Date:2009
Description:99 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 2009.
Other Identifier(s):(MiAaPQ)AAI3392073
Date Available in IDEALS:2015-09-25
Date Deposited:2009

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