1. Collective Behaviour in Video Viewing: A Thermodynamic Analysis of Gaze Position
- Author
-
Hernán A. Makse, Kate Burleson-Lesser, Lucas C. Parra, Flaviano Morone, and Paul DeGuzman
- Subjects
Value (ethics) ,Eye Movements ,Statistical methods ,Physiology ,Visual System ,Entropy ,Sensory Physiology ,Video Recording ,lcsh:Medicine ,0302 clinical medicine ,Ornithology ,Bird Flight ,Medicine and Health Sciences ,Biomechanics ,lcsh:Science ,Multidisciplinary ,Point (typography) ,Physics ,05 social sciences ,Preference ,Sensory Systems ,Monte Carlo method ,Physical Sciences ,Thermodynamics ,Anatomy ,Psychology ,Flight (Biology) ,Cognitive psychology ,Research Article ,Statistics (mathematics) ,Fixation, Ocular ,050105 experimental psychology ,Statistical Mechanics ,03 medical and health sciences ,Ocular System ,Humans ,0501 psychology and cognitive sciences ,Behavior ,Models, Statistical ,Biological Locomotion ,lcsh:R ,Eye movement ,Biology and Life Sciences ,Popularity ,Gaze ,Research and analysis methods ,Position (finance) ,Mathematical and statistical techniques ,Eyes ,lcsh:Q ,Head ,Zoology ,030217 neurology & neurosurgery ,Mathematics ,Diversity (business) ,Neuroscience - Abstract
Videos and commercials produced for large audiences can elicit mixed opinions. We wondered whether this diversity is also reflected in the way individuals watch the videos. To answer this question, we presented 65 commercials with high production value to 25 individuals while recording their eye movements, and asked them to provide preference ratings for each video. We find that gaze positions for the most popular videos are highly correlated. To explain the correlations of eye movements, we model them as "interactions" between individuals. A thermodynamic analysis of these interactions shows that they approach a "critical" point such that any stronger interaction would put all viewers into lock-step and any weaker interaction would fully randomise patterns. At this critical point, groups with similar collective behaviour in viewing patterns emerge while maintaining diversity between groups. Our results suggest that popularity of videos is already evident in the way we look at them, and that we maintain diversity in viewing behaviour even as distinct patterns of groups emerge. Our results can be used to predict popularity of videos and commercials at the population level from the collective behaviour of the eye movements of a few viewers.
- Published
- 2017