Rojas Juan-Carlos, Marín-Morales Javier, Ausín Azofra Jose Manuel, Contero Manuel
Escuela de Arquitectura, Arte y Diseño, Tecnologico de Monterrey, Monterrey, Mexico.
I3B - Instituto de Investigación e Innovación en Bioingeniería, Universitat Politècnica de València, Valencia, Spain.
Front Psychol. 2020 Sep 24;11:570470. doi: 10.3389/fpsyg.2020.570470. eCollection 2020.
The use of visual attention for evaluating consumer behavior has become a relevant field in recent years, allowing researchers to understand the decision-making processes beyond classical self-reports. In our research, we focused on using eye-tracking as a method to understand consumer preferences in children. Twenty-eight subjects with ages between 7 and 12 years participated in the experiment. Participants were involved in two consecutive phases. The initial phase consisted of the visualization of a set of stimuli for decision-making in an eight-position layout called Alternative Forced-choice. Then the subjects were asked to freely analyze the set of stimuli, they needed to choose the best in terms of preference. The sample was randomly divided into two groups balanced by gender. One group visualized a set of icons and the other a set of toys. The final phase was an independent assessment of each stimulus viewed in the initial phase in terms of liking/disliking using a 7-point Likert scale. Sixty-four stimuli were designed for each of the groups. The visual attention was measured using a non-obstructive eye-tracking device. The results revealed two novel insights. Firstly, the time of fixation during the last four visits to each stimulus before the decision-making instant allows us to recognize the icon or toy chosen from the eight alternatives with a 71.2 and 67.2% of accuracy, respectively. The result supports the use of visual attention measurements as an implicit tool to analyze decision-making and preferences in children. Secondly, eye movement and the choice of liking/disliking choice are influenced by stimuli design dimensions. The icon observation results revealed how gender samples have different fixation and different visit times which depend on stimuli design dimension. The toy observations results revealed how the materials determinate the largest amount fixations, also, the visit times were differentiated by gender. This research presents a relevant empirical data to understand the decision-making phenomenon by analyzing eye movement behavior. The presented method can be applied to recognize the choice likelihood between several alternatives. Finally, children's opinions represent an extra difficulty judgment to be determined, and the eye-tracking technique seen as an implicit measure to tackle it.
近年来，利用视觉注意力来评估消费者行为已成为一个相关领域，使研究人员能够理解超越传统自我报告的决策过程。在我们的研究中，我们专注于使用眼动追踪作为一种方法来了解儿童的消费者偏好。28名年龄在7至12岁之间的受试者参与了实验。参与者经历了两个连续的阶段。初始阶段包括在一个名为替代强制选择的八位布局中可视化一组用于决策的刺激物。然后要求受试者自由分析这组刺激物，他们需要根据偏好选择最佳的。样本被随机分为两组，按性别平衡。一组可视化一组图标，另一组可视化一组玩具。最后阶段是使用7点李克特量表对初始阶段看到的每个刺激物进行喜欢/不喜欢的独立评估。为每个组设计了64个刺激物。使用非侵入性眼动追踪设备测量视觉注意力。结果揭示了两个新的见解。首先，在决策瞬间之前对每个刺激物的最后四次注视时间使我们能够分别以71.2%和67.2%的准确率识别从八个选项中选择的图标或玩具。该结果支持将视觉注意力测量作为一种分析儿童决策和偏好的隐性工具。其次，眼动和喜欢/不喜欢选择的决定受刺激物设计维度的影响。图标观察结果揭示了不同性别的样本如何根据刺激物设计维度有不同的注视和不同的访问时间。玩具观察结果揭示了材料如何决定最大量的注视，而且，访问时间因性别而异。本研究通过分析眼动行为提供了相关的实证数据来理解决策现象。所提出的方法可用于识别几个选项之间的选择可能性。最后，儿童的意见代表了一个有待确定的额外困难判断，而眼动追踪技术被视为解决这一问题的隐性措施。
