Associative Relevance Based Stimulus Shifts Focus in Eye Movements

  •  Gufran Ahmad    


Recent studies on eye movements have been moving around business demands tremendously. Business scenarios where study of eye movements can boost business prospects, have adapted this promising arena. Equally, tracking eye movements can express the underlying mechanism of visual perception and dynamics of humans’ cognition that are of prime concerns for business transactions. In this study, we conducted a series of eye tracking experiments to validate our hypothesis that associated contexts of portrait’s elements stimulated shift in focus of eye movements during artistic portrait viewing. We collected the eye movement data of participants who regarded artistic portraits during active viewing. The maps produced from eye tracking system during portrait viewing traced focal links in eye movements on contextual basis. These experimental facts confirmed the hypothesis that associative relevance based stimulus shifts focus in eye movements.


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