Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach

The spatial interaction of visual attention and saccadic eye movements was investigated in a dual-task paradigm that required a target-directed saccade in combination with a letter discrimination task. Subjects had to saccade to locations within horizontal letter strings left and right of a central fixation cross. The performance in discriminating between the symbols "E" and "E", presented tachistoscopically before the saccade within the surrounding distractors was taken as a measure of visual attention. The data show that visual discrimination is best when discrimination stimulus and saccade target refer to the same object; discrimination at neighboring items is close to chance level. Also, it is not possible, in spite of prior knowledge of discrimination target position, to direct attention to the discrimination target while saccading to a spatially close saccade target. The data strongly argue for an obligatory and selective coupling of saccade programming and visual attention to one common target object. The results favor a model in which a single attentional mechanism selects objects for perceptual processing and recognition, and also provides the information necessary for motor action.

The present paper argues for the notion that when attention is spread across the visual field in the first sweep of information through the brain visual selection is completely stimulus-driven. Only later in time, through recurrent feedback processing, volitional control based on expectancy and goal set will bias visual selection in a top-down manner. Here we review behavioral evidence as well as evidence from ERP, fMRI, TMS and single cell recording consistent with stimulus-driven selection. Alternative viewpoints that assume a large role for top-down processing are discussed. It is argued that in most cases evidence supporting top-down control on visual selection in fact demonstrates top-down control on processes occurring later in time, following initial selection. We conclude that top-down knowledge regarding non-spatial features of the objects cannot alter the initial selection priority. Only by adjusting the size of the attentional window, the initial sweep of information through the brain may be altered in a top-down way. Copyright © 2010 Elsevier B.V. All rights reserved.