Eye Gazes Based on Associative Relevance Assist in Decision Making Processes during Scene Perception

Gufran Ahmad

International Journal of Marketing Studies, 2016, vol. 8, issue 2, 74-83

Abstract: Research studies on eye movements in area of information processing task, such as scene perception have recently advanced towards understandings of underlying visual perception mechanism and human cognitive dynamics. Besides, business applications of eye tracking are endlessly revealing groundbreaking trends based on practical scenarios. In this study, we conducted a number of eye tracking experiments to establish our hypothesis that the eye gazes based on the associative relevance found within the contexts of scenes during scene perception significantly supported the processes of decision making. The collected eye movement data from participants who viewed artistic scenes discovered that the tracks of eye gazes traversed along the existing associative relevance among the elements of scenes for decision making processes. These experimental evidences confirmed our hypothesis that the eye gazes based on associative relevance assisted in decision making processes during scene perception.

Keywords: decision making; eye gazes; associative relevance; scene perception (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:74-83

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