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

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.



Citation:

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.

Authors

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 Universität, Switzerland



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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