The Eyes Have It: Eye Tracking Analysis of Anthropomorphic Car Fronts Using Spatiotemporal Scan Statistics

Christian Purucker, University of St. Gallen, Switzerland
Jan R. Landwehr, University of St. Gallen, Switzerland
David Sprott, Washington State University, USA
Andreas Herrmann, St. Gallen Universit├Ąt, Switzerland
Eye tracking has traditionally relied on regions of interest as a data source for analysis. Although widespread, this methodology is prone to several limitations. A new approach for eye tracking data analysis relying on spatiotemporal scan statistics is proposed and an exemplary experiment on anthropomorphic car front design is conducted.
[ to cite ]:
Christian Purucker, Jan R. Landwehr, David Sprott, and Andreas Herrmann (2011) ,"The Eyes Have It: Eye Tracking Analysis of Anthropomorphic Car Fronts Using Spatiotemporal Scan Statistics", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 579-580.