Measuring Visual Attention

This project is involved with estimating visual attention and its derivatives to better understand consumer behavior.

• How can we measure the distribution of visual attention in the shopping scenario?
  
• If a customer conducts a targeted product search is attention distributed differently?
  
• Does visual clutter influence the speed and efficiency search tasks?
  
• Can we use eye tracking data to improve our model visual attention?
  
• What are the features we can use. Visual: shape, color, orientation, size. Non-visual: ?
  

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In our visual attention study we use eye-tracking results as an objective measure of visual attention. These are further used as a training set in a supervised learning process that improved the precision of our predictive models.

Related work:

• van der Lans, R.; Pieters, R. & Wedel, M. (2008), 'Competitive Brand Salience', Marketing Science.
• Wolfe, J. M.; Horowitz, T. S. & Anonymous (2004), 'What attributes guide the deployment of visual attention and how do they do it?', Nat Rev Neurosci 5, 495--501.
• Torralba, A.; Oliva, A.; Castelhano, M. S. & Henderson, J. M. (2006), 'Contextual guidance of eye movements and attention in real-world scenes: the role of global features in object search.', Psychol Rev 113(4), 766--786.
• Elazary, L. & Itti, L. (2008), 'Interesting objects are visually salient', Journal of Vision 8(3:3), 1-15.

My Visual Attention Bibliography (in separate window)