Hostname: page-component-5f745c7db-96s6r Total loading time: 0 Render date: 2025-01-06T22:06:12.810Z Has data issue: true hasContentIssue false
  • English
  • Français

Evidence for Covert Attention Switching from Eye-Movements. Reply to Commentaries on Liechty et al., 2003

Published online by Cambridge University Press:  01 January 2025

Michel Wedel ,
Rik Pieters  and
John Liechty
Michel Wedel*
Affiliation:
University of Michigan
Rik Pieters
Affiliation:
University of Tilburg
John Liechty
Affiliation:
Pennsylvania State University
*
Requests for reprints should be sent to Michel Wedel, Dwight F. Benlon Professor of Marketing, University of Michigan Business School, 701 Tappan Street, Ann Arbor MI 48109-1234. E-Mail: wedel@umich.edu
Get access Rights & Permissions [Opens in a new window]

Abstract

We argue that our research objectives in Liechty, Pieters, and Wedel (2003) are to provide generalizable insights into covert visual attention to complex, multimodal stimuli in their natural context, through inverse inference from eye-movement data. We discuss the most important issues raised by Feng (2003) and Reichle and Nelson (2003), in particular the task definition, inclusion of ad features, object-based versus space-based attention and the evidence for the where and what streams.

Keywords

covert visual attentionspace based attentionobject based attentionwhere and what streamscan pathshidden Markov modelprint advertising
Type
Commentary
Information
Psychometrika , Volume 68 , Issue 4 , December 2003 , pp. 557 - 562
Copyright
Copyright © 2003 The Psychometric Society

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Footnotes

Author names are in reverse alphabetical order.

The authors would like to thank Arnaud De Bruyn for his help in preparing the second figure.

References

Baizer, J.S., Ungerleider, L.G., Desimone, R. (1991). Organization of visual input to the inferior temporal and posterior parietal cortex in Macaques. Journal of Neuroscience, 11, 168–190.CrossRefGoogle Scholar
Broadbent, D.E. (1971). Decision and stress. London, U.K.: Academic Press.Google Scholar
Broadbent, D.E. (1982). Task combination and selective intake of information. Acta Psychologica, 50, 253–290.CrossRefGoogle ScholarPubMed
De Graef, P., & Germeys, F. (in press). Reading the scene: Application of E-Z Reader to object and scene perception. Behavioral and Brain Sciences.Google Scholar
Eriksen, C.W., Rohrbaugh, J.W. (1970). Some factors determining the efficiency of selective attention. American Journal of Psychology, 83, 330–343.CrossRefGoogle Scholar
Farah, M.J. (2000). The cognitive neuroscience of vision. Oxford, UK: Blackwell Publishers.Google Scholar
Feng, G. (2003). From eye movement to cognition: Toward a general framework of inference. Psychometrika, 68, 551–556.CrossRefGoogle Scholar
Folk, C.L., Remington, R.W., Johnston, J.C. (1992). Involuntary covert orienting is contingent on attentional control settings. Journal of Experimental Psychology: Human Perception and Performance, 18, 1030–1044.Google ScholarPubMed
Henderson, J.M., Hollingworth, A. (1999). High-level scene perception. Annual Review of Psychology, 50, 243–271.CrossRefGoogle ScholarPubMed
Kingstone, A., Smilek, D., Ristic, J., Kelland Friesen, C., & Eastwood, J.D. (in press). Attention, researchers! It is time to take a look at the real world. Current Directions in Psychological Research.Google Scholar
Liechty, J., Pieters, R., Wedel, M. (2003). Global and local covert visual attention: Evidence from a Bayesian hidden Markov model. Psychometrika, 68, 519–541.CrossRefGoogle Scholar
Logan, G.D (1996). The CODE theory of visual attention: An integration of space-based and object-based attention. Psychological Review, 103, 603–649.CrossRefGoogle ScholarPubMed
Mallot, H.A. (2000). Computational vision. Cambridge, MA: The MIT Press.CrossRefGoogle Scholar
Meyer, D.E., Kieras, D.E. (1997). An overview of the EPIC architecture for cognition and performance with application to human-computer interaction. Human-Computer Interaction, 12, 391–438.Google Scholar
Pashler, H., Harris, C.R. (2001). Spontaneous allocation of visual attention: Dominant role of uniqueness. Psychonomic Bulletin & Review, 8(4), 747–752.CrossRefGoogle ScholarPubMed
Reichle, E., Nelson, J.R. (2003). Local vs. global visual attention: Are two states necessary?. Psychometrika, 68, 543–549.CrossRefGoogle Scholar
Roberts, S., Pashler, H. (2000). How persuasive is a good fit? A comment of theory testing. Psychological Review, 107(2), 358–367.CrossRefGoogle Scholar
Schiller, P. (1998). The neural control of visually guided eye-movements. In Richards, J.E. (Eds.), Cognitive neuroscience of attention (pp. 3–50). London, U.K.: Lawrence Erlbaum.Google Scholar
Styles, E.A., Allport, D.A. (1986). Perceptual integration of identity, location and colour. Psychological Research, 48, 189–200.CrossRefGoogle ScholarPubMed
Ungerleider, L.G., Mishkin, M. (1982). Two cortical visual systems. In Ingle, D., Mansfeld, R.J.W., Goodale, M.S. (Eds.), The analysis of visual behavior (pp. 549–586). Cambridge, MA: MIT Press.Google Scholar
Wedel, M., Pieters, F.G.M. (2000). Eye fixations on advertisements and memory for brands: A model and findings. Marketing Science, 19, 297–312.CrossRefGoogle Scholar
Yantis, S. (1998). Control of visual attention. In Pashler, H. (Eds.), Attention (pp. 223–256). East Sussex, U.K.: Psychology Press.Google Scholar
Yarbus, A.L. (1967). Eye movements and vision. New York, NY: Plenum Press.CrossRefGoogle Scholar
Zangemeister, W.H., Sherman, K., Stark, L. (1995). Evidence for a global scanpath strategy in viewing abstract compared with realistic images. Neuropsychologia, 33, 1009–1025.CrossRefGoogle ScholarPubMed