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

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  • Gufran Ahmad

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.

Suggested Citation

  • Gufran Ahmad, 2016. "Eye Gazes Based on Associative Relevance Assist in Decision Making Processes during Scene Perception," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 74-83, April.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:74-83
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    References listed on IDEAS

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    1. Gufran Ahmad, 2015. "Dynamic Shifts in Visual Focus of Eye Movements Emphasize Associative Relevancy," Research in World Economy, Research in World Economy, Sciedu Press, vol. 6(4), pages 18-28, December.
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      Keywords

      decision making; eye gazes; associative relevance; scene perception;
      All these keywords.

      JEL classification:

      • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
      • Z0 - Other Special Topics - - General

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