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CDR Seminar: Jacob Orquin - "Predictable object locations enhance top down control: A new method for guiding eye movements"

Date
Date
Wednesday 15 February 2017, 13:30 to 14:30
Location
Room 1.15, Maurice Keyworth Building (Business School) Seminar

Abstract:

People often ignore information that would otherwise have been beneficial to them, e.g. health- or safety information. We describe a new method for guiding eye movements to such information by controlling whether the information appears in a predictable or unpredictable location. Unpredictable locations enhance eye movements by making it more difficult to ignore the beneficial information, while predictable locations enhance eye movements when people wish to see the information. Our findings suggest that object location predictability influences top down control of eye movements by regulating our expectations about the visual environment.

About the speaker:

Jacob L. Orquin is an Associate Professor at Department of Management, Aarhus University. Jacob has a background in cognitive science and a PhD in marketing. Current research interests include the role of eye movements in decision making, eye tracking methodology, and blood glucose effects on decision making.