Playing It by Eye: Stimulus Based Effects on Attention Patterns in Shopping

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.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Psychology

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2015

Author dc:creator

• Hsieh, Brendon Ben-Kan

Contributors dc:contributor

• David Irwin

• Psychology, Cognitive

Language dc:language

eng

Identifier

(MiAaPQ)AAI3392073

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/82186