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Our understanding of how vision functions as primates actively navigate the real-world is remarkably sparse. As most data have been limited to chaired and typically head-restrained animals, the synergistic interactions of different motor actions/plans inherent to active sensing-e.g., eyes, head, posture, movement, etc.-on visual perception are largely unknown. To address this considerable gap in knowledge, we developed an innovative wireless head-mounted eye-tracking system that performs Chair-free Eye-Recording using Backpack mounted micROcontrollers (CEREBRO) for small mammals, such as marmoset monkeys. Because eye illumination and environment lighting change continuously in natural contexts, we developed a segmentation artificial neural network to perform robust pupil tracking in these conditions. Leveraging this innovative system to investigate active vision, we demonstrate that although freely moving marmosets exhibit frequent compensatory eye movements equivalent to other primates, including humans, the predictability of the visual behavior (gaze) is higher when animals are freely moving relative to when they are head-fixed. Moreover, despite increases in eye/head-motion during locomotion, gaze stabilization remains steady because of an increase in vestibularocular reflex gain during locomotion. These results demonstrate the efficient, dynamic visuo-motor mechanisms and related behaviors that enable stable, high-resolution foveal vision in primates as they explore the natural world.

How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e. more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable. [ABSTRACT FROM AUTHOR]

New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand's visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour. [ABSTRACT FROM AUTHOR]

Chimpanzees and bonobos are excellent tool users and can socially learn various skills. Previous studies on social learning mainly measure success/failure in acquiring new techniques, with less direct measurement of proximate mechanisms like visual attention during the process. This study investigates how great apes observe tool-using demonstrations through eye-tracking. After checking initial techniques, six chimpanzees and six bonobos were shown video demonstrations of human demonstrators using a tube to dip (low-efficiency) or suck (high-efficiency) juice, and then tried the task themselves. Attention to each video was compared to participants' knowledge. Although no individuals acquired the high-efficiency technique through video demonstrations, eye-tracking results revealed attentional differences between individuals familiar with different techniques. Compared with individuals already familiar with both techniques, individuals knowing only the dipping technique showed less attention to the unfamiliar sucking technique. This result indicates that apes may not attend much to what they do not know well, which aligns with reported interplay of action observation and understanding. Attentional patterns to the action part of the two techniques was non-significant between species, though bonobos looked marginally more at faces and chimpanzees looked significantly more at food. This study highlights the importance of conducting detailed investigations into social learning processes, with eye-tracking as one valuable method. [ABSTRACT FROM AUTHOR]

Objectives. Air traffic controllers should maintain high situational awareness (SA) and low cognitive workload to ensure aviation safety. However, increased task complexity may influence air traffic controllers’ SA and cognitive workload. Meanwhile, eye-tracking provides insights into the gaze patterns that might signify SA. This article investigates the gaze behaviours, SA and cognitive workload of different radar screen monitoring tasks with varying task complexity. Methods. Twenty-eight participants performed three radar screen monitoring tasks, including call-sign association, position identification and heading projection. Cognitive workload and SA were evaluated for each task using the National Aeronautics and Space Administration task load index (NASA-TLX) and situational awareness global assessment technique (SAGAT), respectively. The Gaussian mixture model was used to cluster the SA into high/low. Eye-tracking reveals the gaze behaviours that may contribute to the SA formation. Results. Cognitive workload and SA significantly differ between different levels of task complexity. While task complexity has a significant main effect on the fixations of human operators, it does not significantly influence the pupil diameter. Conclusions. Fixation-related metrics may signify the changes in SA under varying task complexity, while the side effects of cognitive workload should be mitigated. [ABSTRACT FROM AUTHOR]

Introduction: This paper is concerned with investigating the cognitive demands of solving force diagram tasks in different scenarios, specifically in the wind context. Methods: In this study, students were trained using worked examples and then completed tasks in two different scenarios while their eye movements were monitored with eye-tracking technology. After completing the tasks, cognitive load was assessed to evaluate the impact of task complexity on cognitive processing. Eye-tracking metrics were analyzed in detail to identify gaze strategies, differences and similarities. Results: It was found that a three-force scenario (surface wind formation) induced a higher intrinsic cognitive load than a two-force scenario, which is not only theoretically justified by cognitive load theory, but also confirmed by eye-tracking metrics. Although correlation analyses show no significant relationship between the ability to mentally rotate and learning success, the role of mental rotation in problem solving is highlighted by eye-tracking data. Discussion: Our results contribute to a better understanding of the learning and problem-solving mechanisms involved in wind direction determination and offer possible implications for the design of more effective teaching and learning methods in this area. [ABSTRACT FROM AUTHOR]