Fixation maps: quantifying eye-movement traces
ETRA '02 Proceedings of the 2002 symposium on Eye tracking research & applications
Do we need eye trackers to tell where people look?
CHI '06 Extended Abstracts on Human Factors in Computing Systems
Physically large displays improve performance on spatial tasks
ACM Transactions on Computer-Human Interaction (TOCHI)
Measuring Presence in Virtual Environments: A Presence Questionnaire
Presence: Teleoperators and Virtual Environments
Synchronous remote usability testing: a new approach facilitated by virtual worlds
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Eye tracking over small and large shopping displays
Proceedings of the 1st international workshop on pervasive eye tracking & mobile eye-based interaction
On the conspicuity of 3-D fiducial markers in 2-D projected environments
Proceedings of the Symposium on Eye Tracking Research and Applications
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Measuring consumers' overt visual attention through eye tracking is a useful method of assessing a package design's impact on likely buyer purchase patterns. To preserve ecological validity, subjects should remain immersed in a shopping context throughout the entire study. Immersion can be achieved through proper priming, environmental cues, and visual stimuli. While a complete physical store offers the most realistic environment, the use of projectors in creating a virtual environment is desirable for efficiency, cost, and flexibility reasons. Results are presented from a study comparing consumers' visual behavior in the presence of either virtual or physical shelving through eye movement performance and process metrics and their subjective impressions. Analysis suggests a difference in visual search performance between environments even though the perceived difference is negligible.