Eye Tracking Report

provided information in order to make a decision. Therefore, measures of attention and pupil dilation were identified and investigated. The experiment was designed under two conditions. Under the first condition the participants have about 10 minutes, or ap-proximately 2 min per screen in order to deliberate and search necessary information for the final decision. They had 2.5 minutes, or 30 seconds per screen under time con-strained conditions. The participants have an option to return back to any 5 previous stimuli if needed to review any of them in their decision making process. Therefore not only the dynamics across trials was intriguing to examine but also within trials to de-termine, for example the most referenced stimuli in the decision

that the participants tend to look more at the centre rather than the edges of the monitor. Additionally, the participants make more horizontal than vertical saccades and very few diagonal ones (Holmqvist, 2011). Because the author did not manipulate or randomize the locations of the displayed information in order to maintain the layout as it is online, the representation effect and precision of the samples are considered when the results were analysed in this paper.
As stated by Andrienko and his colleagues (2012), eye tracking data can be assessed by point-based or AOI-based approaches. If point-based measure considers the overall eye movement and its spatial or temporal distribution, AOI-based metrics compare the transition and relation between AOIs. The statistical analysis provided in this research relies on both approaches: point-based to investigate the dynamics of the decision making process and AOI-based techniques to evaluate in what AOI the participants were more fixated to make a

The previous experimental findings evidence a very high cor-relation between fixation on a displayed stimulus and exact thoughts about this stimulus. In addition, the fixation duration on certain items directly links to the degree of cognitive processing (Just & Carpenter, 1980). Depending from the type of displayed information, the possible differences in fixation duration can be explained by the time and speed required to absorb the information. While the eye moves rapidly during reading, in visual search a participant typically grasps key information from certain regions which supports the idea of using heuristics in information processing (Sullivan et al., 2012). Research on eye movements in reading proposes that fixation durations extend with the complexity of the text (Rayner, Pollatsek, Ashby, & Clifton, 2012).
As mentioned briefly above, saccades are the continuous, ballistic and rapid move-ments of eye gazes from one fixation to another (Purves et al., 2001). These extremely rapid movements last only 30-80 milliseconds with velocities approaching 500 degrees per second. Again, there is no established standard for length and velocities of the saccades. Therefore, the author follows the recommendations by BeGaze software division fixation from saccades and cross checks the results