An Eye-Tracking Approach to Evaluating Decision-Makers' Cognitive Load and Need-for-Cognition in Response with Rational and Emotional Advertising Stimuli.
Min Hee HahnKun Chang LeeSeong Wook ChaePublished in: HCI (26) (2016)
Keyphrases
- pupil size
- decision makers
- cognitive load
- eye tracking
- decision making
- eye movements
- eye tracker
- working memory
- visual attention
- eye tracking data
- statistically significant
- learning outcomes
- individual differences
- human computer interaction
- artificial intelligence
- eye gaze
- human cognition
- information processing
- visual search
- usability studies
- cognitive model
- online advertising
- cognitive science
- distance learning
- knowledge base