
Associative Relevance Based Eye Fixations Enhance Decision Making Processes in Scene Perception
Author(s) -
Gufran Ahmad
Publication year - 2016
Publication title -
journal of management research
Language(s) - English
Resource type - Journals
ISSN - 1941-899X
DOI - 10.5296/jmr.v8i2.8852
Subject(s) - perception , eye movement , eye tracking , relevance (law) , cognitive psychology , cognition , psychology , visual perception , computer science , artificial intelligence , neuroscience , political science , law
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.