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Hooge I, Camps G. Scan path entropy and arrow plots: capturing scanning behavior of multiple observers. Front Psychol. 2013;4:996doi: 10.3389/fpsyg.2013.00996.
Hooge, I., & Camps, G. (2013). Scan path entropy and arrow plots: capturing scanning behavior of multiple observers. Frontiers in psychology, 4996. https://doi.org/10.3389/fpsyg.2013.00996
Hooge, Ignace, and Camps, Guido. "Scan path entropy and arrow plots: capturing scanning behavior of multiple observers." Frontiers in psychology vol. 4 (2013): 996. doi: https://doi.org/10.3389/fpsyg.2013.00996
Hooge I, Camps G. Scan path entropy and arrow plots: capturing scanning behavior of multiple observers. Front Psychol. 2013 Dec 24;4:996. doi: 10.3389/fpsyg.2013.00996. eCollection 2013. PMID: 24399993; PMCID: PMC3872074.
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Front Psychol. 2013 Dec 24;4:996. doi: 10.3389/fpsyg.2013.00996. eCollection 2013.

Scan path entropy and arrow plots: capturing scanning behavior of multiple observers.

Frontiers in psychology

Ignace Hooge, Guido Camps

Affiliations

  1. Department of Experimental Psychology, Faculty of Social Sciences, Helmholtz Institute, Utrecht University Utrecht, Netherlands.

PMID: 24399993 PMCID: PMC3872074 DOI: 10.3389/fpsyg.2013.00996

Abstract

Designers of visual communication material want their material to attract and retain attention. In marketing research, heat maps, dwell time, and time to AOI first hit are often used as evaluation parameters. Here we present two additional measures (1) "scan path entropy" to quantify gaze guidance and (2) the "arrow plot" to visualize the average scan path. Both are based on string representations of scan paths. The latter also incorporates transition matrices and time required for 50% of the observers to first hit AOIs (T50). The new measures were tested in an eye tracking study (48 observers, 39 advertisements). Scan path entropy is a sensible measure for gaze guidance and the new visualization method reveals aspects of the average scan path and gives a better indication in what order global scanning takes place.

Keywords: data visualization; entropy; eye-tracking; gaze-guidance; scan-path

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