Associative Relevance Based Eye Fixations Enhance Decision Making Processes in Scene Perception

Gufran Ahmad


Recent research studies on eye movements in area of information processing task, such as scene perception have magnificently advanced towards understandings of underlying visual perception mechanism and human cognitive dynamics. Besides, business applications of eye tracking are unceasingly revealing innovative trends based on pragmatic scenarios. In this study, we conducted a number of eye tracking experiments to establish our hypothesis that the eye fixations based on the associative relevance found within the contexts of scenes during scene perception significantly bettered the processes of decision-making. The collected eye movement data from participants who viewed artistic scenes discovered that the tracks of eye fixations traversed along the existing associative relevance among the elements of scenes for decision-making processes. These experimental evidences confirmed our hypothesis that the associative relevance based eye fixations enhanced decision-making processes in scene perception.

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Copyright (c) 2016 Journal of Management Research

Journal of Management Research ISSN 1941-899X


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