Reading beyond the glance: eye tracking in neurosciences
- 22 January 2015
- journal article
- review article
- Published by Springer Science and Business Media LLC in Neurological Sciences
- Vol. 36 (5), 683-688
- https://doi.org/10.1007/s10072-015-2076-6
Abstract
From an interdisciplinary approach, the neurosciences (NSs) represent the junction of many fields (biology, chemistry, medicine, computer science, and psychology) and aim to explore the structural and functional aspects of the nervous system. Among modern neurophysiological methods that "measure" different processes of the human brain to salience stimuli, a special place belongs to eye tracking (ET). By detecting eye position, gaze direction, sequence of eye movement and visual adaptation during cognitive activities, ET is an effective tool for experimental psychology and neurological research. It provides a quantitative and qualitative analysis of the gaze, which is very useful in understanding choice behavior and perceptual decision making. In the high tech era, ET has several applications related to the interaction between humans and computers. Herein, ET is used to evaluate the spatial orienting of attention, the performance in visual tasks, the reactions to information on websites, the customer response to advertising, and the emotional and cognitive impact of various spurs to the brain.Keywords
This publication has 27 references indexed in Scilit:
- Can neuroimaging inform economic theories of decision making?Neuroscience and Neuroeconomics, 2013
- To buy or not buy? A review of affective priming in purchase decisionNeuroscience and Neuroeconomics, 2012
- Transcranial magnetic stimulation of medial prefrontal cortex modulates face expressions processing in a priming taskNeuropsychologia, 2011
- Neural basis of decision-making and assessment: Issues on testability and philosophical relevanceFNx08Mens Sana Monographs, 2011
- Defining Neuromarketing: Practices and Professional ChallengesHarvard Review of Psychiatry, 2010
- A review on eye movement studies in childhood and adolescent psychiatryBrain and Cognition, 2008
- Marketing actions can modulate neural representations of experienced pleasantnessProceedings of the National Academy of Sciences of the United States of America, 2008
- Neural Correlates of Behavioral Preference for Culturally Familiar DrinksNeuron, 2004
- Internet advertising: Is anybody watching?Journal of Interactive Marketing, 2003
- The Influence of Display Characteristics on Visual Exploratory Search BehaviorJournal of Consumer Research, 1998