Assessing media relevance via eye tracking

Cheng Ta Yang; Wen Sheng Chang; Fan Ning Cheng; Wei Guang Teng

doi:10.1109/ASONAM.2011.122

Assessing media relevance via eye tracking

Cheng Ta Yang, Wen Sheng Chang, Fan Ning Cheng, Wei Guang Teng

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Citation (Scopus)

Abstract

To ease the problem of data overloading, it is crucial to understand the user behavior when s/he interacts with online contents, or more specifically, a web page containing several entries for further exploration. We devise to estimate the relevance of an entry to the user goal by observing eye movements as implicit feedback. Specifically, this study proposes a framework that assumes eye movement measures can be used to infer a user's cognition. A rating task was conducted in which subjects were required to judge whether an image was relevant to a word. Results showed that the total fixation duration and the fixation count can be used to discriminate between the relevant and irrelevant conditions; in contrast, the first fixation duration cannot. In addition, the subjective rating and relevancy manipulation interacted on the total fixation duration. Converging evidence verifies the assumption we have proposed.

Original language	English
Title of host publication	Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011
Pages	722-727
Number of pages	6
DOIs	https://doi.org/10.1109/ASONAM.2011.122
Publication status	Published - 2011
Externally published	Yes
Event	2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011 - Kaohsiung, Taiwan Duration: Jul 25 2011 → Jul 27 2011

Publication series

Name	Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011

Conference

Conference	2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011
Country/Territory	Taiwan
City	Kaohsiung
Period	7/25/11 → 7/27/11

Keywords

Eye movement
Relevance feedback
Social media

ASJC Scopus subject areas

Computer Networks and Communications
Electrical and Electronic Engineering

Access to Document

10.1109/ASONAM.2011.122

Cite this

Yang, C. T., Chang, W. S., Cheng, F. N., & Teng, W. G. (2011). Assessing media relevance via eye tracking. In Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011 (pp. 722-727). Article 5992688 (Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011). https://doi.org/10.1109/ASONAM.2011.122

Assessing media relevance via eye tracking. / Yang, Cheng Ta; Chang, Wen Sheng; Cheng, Fan Ning et al.
Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011. 2011. p. 722-727 5992688 (Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Yang, CT, Chang, WS, Cheng, FN & Teng, WG 2011, Assessing media relevance via eye tracking. in Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011., 5992688, Proceedings - 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011, pp. 722-727, 2011 International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2011, Kaohsiung, Taiwan, 7/25/11. https://doi.org/10.1109/ASONAM.2011.122

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abstract = "To ease the problem of data overloading, it is crucial to understand the user behavior when s/he interacts with online contents, or more specifically, a web page containing several entries for further exploration. We devise to estimate the relevance of an entry to the user goal by observing eye movements as implicit feedback. Specifically, this study proposes a framework that assumes eye movement measures can be used to infer a user's cognition. A rating task was conducted in which subjects were required to judge whether an image was relevant to a word. Results showed that the total fixation duration and the fixation count can be used to discriminate between the relevant and irrelevant conditions; in contrast, the first fixation duration cannot. In addition, the subjective rating and relevancy manipulation interacted on the total fixation duration. Converging evidence verifies the assumption we have proposed.",

keywords = "Eye movement, Relevance feedback, Social media",

author = "Yang, {Cheng Ta} and Chang, {Wen Sheng} and Cheng, {Fan Ning} and Teng, {Wei Guang}",

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AU - Chang, Wen Sheng

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N2 - To ease the problem of data overloading, it is crucial to understand the user behavior when s/he interacts with online contents, or more specifically, a web page containing several entries for further exploration. We devise to estimate the relevance of an entry to the user goal by observing eye movements as implicit feedback. Specifically, this study proposes a framework that assumes eye movement measures can be used to infer a user's cognition. A rating task was conducted in which subjects were required to judge whether an image was relevant to a word. Results showed that the total fixation duration and the fixation count can be used to discriminate between the relevant and irrelevant conditions; in contrast, the first fixation duration cannot. In addition, the subjective rating and relevancy manipulation interacted on the total fixation duration. Converging evidence verifies the assumption we have proposed.

AB - To ease the problem of data overloading, it is crucial to understand the user behavior when s/he interacts with online contents, or more specifically, a web page containing several entries for further exploration. We devise to estimate the relevance of an entry to the user goal by observing eye movements as implicit feedback. Specifically, this study proposes a framework that assumes eye movement measures can be used to infer a user's cognition. A rating task was conducted in which subjects were required to judge whether an image was relevant to a word. Results showed that the total fixation duration and the fixation count can be used to discriminate between the relevant and irrelevant conditions; in contrast, the first fixation duration cannot. In addition, the subjective rating and relevancy manipulation interacted on the total fixation duration. Converging evidence verifies the assumption we have proposed.

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KW - Social media

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Assessing media relevance via eye tracking

Abstract

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Conference

Keywords

ASJC Scopus subject areas

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