Eye tracking over small and large shopping displays

Authors:
Chip Tonkin;Andrew T. Duchowski;Joshua Kahue;Paul Schiffgens;Frank Rischner
Affiliations:
Clemson University, Clemson, SC, USA;Clemson University, Clemson, SC, USA;Clemson University, Clemson, SC, USA;Fachhochschule Trier, Trier, Germany;Fachhochschule Trier, Trier, Germany
Venue:
Proceedings of the 1st international workshop on pervasive eye tracking & mobile eye-based interaction
Year:
2011

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Abstract

Consumers' visual behavior is compared when shopping for a product on simulated shelving displays of two different sizes: a 11.5 ft. projection canvas and a 15.4 in. laptop screen. Results are compared with search times obtained over virtual (projected) and physical shelves, where recorded search times indicate a tendency toward improved performance with larger displays. Implications for pervasive eye tracking systems indicate consideration of larger, realistic environments.