People and products: Is there a synergistic relationship?
The present study was conducted to investigate 1) how the presence and attractiveness of a human model along with a product influences the attractiveness ratings of the image; 2) whether pupil area can be used as an objective measure of image attractiveness; 3) whether image complexity systematically affects eye movements; and 4) whether there are gender or designer status differences in viewing patterns. In this study, eye tracking software was utilized to capture pupillary responses, fixation durations, number of fixations, and areas of focus represented by heatmaps and lookzones. Results showed that the presence of a human model increased perceived overall image attractiveness. Image model attractiveness increased linearly with model attractiveness. Pupils dilated when viewing images with human models present, and decreased when viewing images without human models. However, changes in pupil area were not significantly associated with image attractiveness. Results also confirmed that fixation duration increased and the number of fixations decreased as image complexity increase with the presence of a human model. There were significant designer status differences in average fixation time, number of fixations, and areas of focus. Designers had more, shorter fixations when viewing simple images and fewer, longer fixations when viewing moderately complex images compared to non-designers. Additionally, there were significant gender differences in image attractiveness ratings and number of fixations when a human model was present. Females rated images without a model more attractive and had fewer fixations compared to males, whereas males rated images with a model more attractive and had fewer fixations compared to females.
eye-tracking; complexity; models
Cutting, James Eric
Master of Science
dissertation or thesis