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Eyeballing Friendly Headlights : Analyzing Gaze Behavior for Anthropomorphic Car Faces using Spatiotemporal Scan Statistics
Type
conference paper
Date Issued
2011-05-24
Author(s)
Abstract
Anthropomorphism, the tendency to apply human traits to non-living objects, is a widespread principle in product design. In an eye tracking experiment, we investigated how gaze patterns for manipulated car faces changed with respect to the affective state displayed by the car. Going beyond traditional region-of-interest methods (ROI), we implemented a novel approach for analyzing eye tracking data based on spatiotemporal scan analyses that overcome shortcomings of the ROI methodology. Our results showed that threatening headlights attract fewer gazes than non-threatening design variations, which can be seen in general accordance with theories of biological preparedness.
Language
English
Keywords
Eye Tracking
Spatiotemporal Scan Statistics
Region of Interest
Anthropomorphism
Car Design
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
The Day After: Inspiration, Innovation, Implementation
Publisher
European Marketing Academy
Publisher place
Brüssel
Start page
133
Event Title
40h European Marketing Academy (EMAC) Annual Conference
Event Location
Ljubljana, Slovenia
Event Date
24.-27.05.2011
Subject(s)
Division(s)
Eprints ID
206148