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Many eye-tracking studies investigate visual behavior with a focus on image features and the semantic content of a scene. A wealth of results on these aspects is available, and our understanding of the decision process where to look has reached a mature stage. However, the temporal aspect, whether to stay and further scrutinize a region (exploitation) or to move on and explore image regions that were yet not in the focus of attention (exploration) is less well understood. Here, we investigate the trade-off between these two processes across stimuli with varying properties and sizes. In a free viewing task, we examined gaze parameters in humans, involving the central tendency, entropy, saccadic amplitudes, number of fixations and duration of fixations. The results revealed that the central tendency and entropy scaled with stimulus size. The mean saccadic amplitudes showed a linear increase that originated from an interaction between the distribution of saccades and the spatial bias. Further, larger images led to spatially more extensive sampling as indicated by a higher number of fixations at the expense of reduced fixation durations. These results demonstrate a profound shift from exploitation to exploration as an adaptation of main gaze parameters with increasing image size.

We present a dataset of free-viewing eye-movement recordings that contains more than 2.7 million fixation locations from 949 observers on more than 1000 images from different categories. This dataset aggregates and harmonizes data from 23 different studies conducted at the Institute of Cognitive Science at Osnabrück University and the University Medical Center in Hamburg-Eppendorf. Trained personnel recorded all studies under standard conditions with homogeneous equipment and parameter settings. All studies allowed for free eye-movements, and differed in the age range of participants (~7-80 years), stimulus sizes, stimulus modifications (phase scrambled, spatial filtering, mirrored), and stimuli categories (natural and urban scenes, web sites, fractal, pink-noise, and ambiguous artistic figures). The size and variability of viewing behavior within this dataset presents a strong opportunity for evaluating and comparing computational models of overt attention, and furthermore, for thoroughly quantifying strategies of viewing behavior. This also makes the dataset a good starting point for investigating whether viewing strategies change in patient groups., Competing Interests: The authors declare no competing financial interests.

Physical cleansing is commonly understood to protect us against physical contamination. However, recent studies showed additional effects on moral judgments. Under the heading of the "Macbeth effect" direct links between bodily cleansing and one's own moral purity have been demonstrated. Here we investigate (1) how moral judgments develop over time and how they are altered by hand washing, (2) whether changes in moral judgments can be explained by altered information sampling from the environment, and (3) whether hand washing affects emotional arousal. Using a pre-post control group design, we found that morality ratings of morally good and bad scenes acquired more extreme values in the control group over time, an effect that was fully counteracted by intermediate hand washing. This result supports the notion of a clean slate effect by hand washing. Thereby, eye-tracking data did not uncover differences in eye movement behavior that may explain differences in moral judgments. Thus, the clean slate effect is not due to altered information sampling from the environment. Finally, compared to the control group, pupil diameter decreased after hand washing, thus demonstrating a direct physiological effect. The results shed light on the physiological mechanisms behind this type of embodiment phenomenon.

The present study investigated the dynamic of the attention focus during observation of different categories of complex scenes and simultaneous consideration of individuals' memory and motivational state. We repeatedly presented four types of complex visual scenes in a pseudo-randomized order and recorded eye movements. Subjects were divided into groups according to their motivational disposition in terms of action orientation and individual rating of scene interest.Statistical analysis of eye-tracking data revealed that the attention focus successively became locally expressed by increasing fixation duration; decreasing saccade length, saccade frequency, and single subject's fixation distribution over images; and increasing inter-subject variance of fixation distributions. The validity of these results was supported by verbal reports. This general tendency was weaker for the group of subjects who rated the image set as interesting as compared to the other group. Additionally, effects were partly mediated by subjects' motivational disposition. Finally, we found a generally strong impact of image type on eye movement parameters. We conclude that motivational tendencies linked to personality as well as individual preferences significantly affected viewing behaviour. Hence, it is important and fruitful to consider inter-individual differences on the level of motivation and personality traits within investigations of attention processes. We demonstrate that future studies on memory's impact on overt attention have to deal appropriately with several aspects that had been out of the research focus until now.

Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users’ attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users’ actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when internet users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments. [ABSTRACT FROM AUTHOR]

Human overt attention under natural conditions is guided by stimulus features as well as by higher cognitive components, such as task and emotional context. In contrast to the considerable progress regarding the former, insight into the interaction of emotions and attention is limited. Here we investigate the influence of the current emotional context on viewing behavior under natural conditions. In two eye-tracking studies participants freely viewed complex scenes embedded in sequences of emotion-laden images. The latter primes constituted specific emotional contexts for neutral target images. Viewing behavior toward target images embedded into sets of primes was affected by the current emotional context, revealing the intensity of the emotional context as a significant moderator. The primes themselves were not scanned in different ways when presented within a block (Study 1), but when presented individually, negative primes were more actively scanned than positive primes (Study 2). These divergent results suggest an interaction between emotional priming and further context factors. Additionally, in most cases primes were scanned more actively than target images. Interestingly, the mere presence of emotion-laden stimuli in a set of images of different categories slowed down viewing activity overall, but the known effect of image category was not affected. Finally, viewing behavior remained largely constant on single images as well as across the targets' post-prime positions (Study 2). We conclude that the emotional context significantly influences the exploration of complex scenes and the emotional context has to be considered in predictions of eye-movement patterns. [ABSTRACT FROM AUTHOR]