Combining Trending Scan Paths with Arousal to Model Visual Behaviour on the Web: A Case Study of Neurotypical People vs People with Autism

People with autism often exhibit different visual behaviours from neurotypical users.To explore how these differences are exhibited on the Web, we model visual behaviour by combining pupillary response, which is an unobtrusive measure of physiological arousal, with eye-tracking scan paths that indicate visual attention. We evaluated our approach with two populations: 19 neurotypical users and 19 users with autism. We observe differences in their visual behaviours as, in certain instances, individuals with autism exhibit a lower arousal response to affective contents. While this is consistent with the literature on autism, we confirm this phenomenon on the Web. We discuss how our modelling method can be used to identify possible UX issues such as the presence of stress, cognitive load and differences in the perception of Web elements in relation to physiological arousal.