Fixation-related EEG frequency band power analysis: A promising methodology for studying instructional design effects of multimedia learning material

During the last decade the combined recording of eye-tracking data and electroencephalographic (EEG) data has led to the methodology of fixation-related potentials analysis (FRP). This methodology has been increasingly and successfully used to study EEG correlates in the time domain (i.e., event-related potentials, ERPs) of cognitive processing in free viewing situations like text reading or natural scene perception. Basically, fixation-onset serves as time-locking event for epoching and analysing the EEG data. Here, we propose a methodology of fixation-related frequency band power analysis (FRBP) to study cognitive load and affective variations in learners during free viewing situations of multimedia learning materials (i.e., combinations of textual and pictorial elements). The EEG alpha frequency band power at parietal electrodes may serve as a valid measure of cognitive load, whereas the frontal alpha asymmetry may serve as a measure of affective variations. We will briefly introduce and motivate the measures and the methodology, and discuss methodological challenges. The methodology is frontline for learning research, first, as to date the EEG has been seldom used to study design effects of multimedia learning materials and second, as fixation-related EEG data analysis has rarely been done focussing on the frequency domain (i.e., FRBP). Despite methodological challenges still to be solved, FRBP may provide a more in-depth picture of cognitive processing during multimedia learning compared to eye-tracking data or EEG data in isolation and thus may help clarifying effects of multimedia design decisions

Relevance Prediction from Eye-movements Using Semi-interpretable Convolutional Neural Networks

We propose an image-classification method to predict the perceived-relevance of text documents from eye-movements. An eye-tracking study was conducted where participants read short news articles, and rated them as relevant or irrelevant for answering a trigger question. We encode participants' eye-movement scanpaths as images, and then train a convolutional neural network classifier using these scanpath images. The trained classifier is used to predict participants' perceived-relevance of news articles from the corresponding scanpath images. This method is content-independent, as the classifier does not require knowledge of the screen-content, or the user's information-task. Even with little data, the image classifier can predict perceived-relevance with up to 80% accuracy. When compared to similar eye-tracking studies from the literature, this scanpath image classification method outperforms previously reported metrics by appreciable margins. We also attempt to interpret how the image classifier differentiates between scanpaths on relevant and irrelevant documents

Change blindness: eradication of gestalt strategies

Arrays of eight, texture-defined rectangles were used as stimuli in a one-shot change blindness (CB) task where there was a 50% chance that one rectangle would change orientation between two successive presentations separated by an interval. CB was eliminated by cueing the target rectangle in the first stimulus, reduced by cueing in the interval and unaffected by cueing in the second presentation. This supports the idea that a representation was formed that persisted through the interval before being 'overwritten' by the second presentation (Landman et al, 2003 Vision Research 43149–164]. Another possibility is that participants used some kind of grouping or Gestalt strategy. To test this we changed the spatial position of the rectangles in the second presentation by shifting them along imaginary spokes (by ±1 degree) emanating from the central fixation point. There was no significant difference seen in performance between this and the standard task [F(1,4)=2.565, p=0.185]. This may suggest two things: (i) Gestalt grouping is not used as a strategy in these tasks, and (ii) it gives further weight to the argument that objects may be stored and retrieved from a pre-attentional store during this task

Combining EEG and Eye Tracking: Using Fixation-Locked Potentials in Visual Search

Visual search is a complex task that involves many neural pathways to identify relevant areas of interest within a scene. Humans remain a critical component in visual search tasks, as they can effectively perceive anomalies within complex scenes. However, this task can be challenging, particularly under time pressure. In order to improve visual search training and performance, an objective, process-based measure is needed. Eye tracking technology can be used to drive real-time parsing of EEG recordings, providing an indication of the analysis process. In the current study, eye fixations were used to generate ERPs during a visual search task. Clear differences were observed following performance, suggesting that neurophysiological signatures could be developed to prevent errors in visual search tasks

Understanding minds in real-world environments : toward a mobile cognition approach

This work is supported by a scholarship from the University of Stirling and a research grant from SINAPSE (Scottish Imaging Network: A Platform for Scientific Excellence).There is a growing body of evidence that important aspects of human cognition have been marginalized, or overlooked, by traditional cognitive science. In particular, the use of laboratory-based experiments in which stimuli are artificial, and response options are fixed, inevitably results in findings that are less ecologically valid in relation to real-world behavior. In the present review we highlight the opportunities provided by a range of new mobile technologies that allow traditionally lab-bound measurements to now be collected during natural interactions with the world. We begin by outlining the theoretical support that mobile approaches receive from the development of embodied accounts of cognition, and we review the widening evidence that illustrates the importance of examining cognitive processes in their context. As we acknowledge, in practice, the development of mobile approaches brings with it fresh challenges, and will undoubtedly require innovation in paradigm design and analysis. If successful, however, the mobile cognition approach will offer novel insights in a range of areas, including understanding the cognitive processes underlying navigation through space and the role of attention during natural behavior. We argue that the development of real-world mobile cognition offers both increased ecological validity, and the opportunity to examine the interactions between perception, cognition and action—rather than examining each in isolation.Publisher PDFPeer reviewe

Understanding Minds in Real-World Environments: Toward a Mobile Cognition Approach

There is a growing body of evidence that important aspects of human cognition have been marginalized, or overlooked, by traditional cognitive science. In particular, the use of laboratory-based experiments in which stimuli are artificial, and response options are fixed, inevitably results in findings that are less ecologically valid in relation to real-world behavior. In the present review we highlight the opportunities provided by a range of new mobile technologies that allow traditionally lab-bound measurements to now be collected during natural interactions with the world. We begin by outlining the theoretical support that mobile approaches receive from the development of embodied accounts of cognition, and we review the widening evidence that illustrates the importance of examining cognitive processes in their context. As we acknowledge, in practice, the development of mobile approaches brings with it fresh challenges, and will undoubtedly require innovation in paradigm design and analysis. If successful, however, the mobile cognition approach will offer novel insights in a range of areas, including understanding the cognitive processes underlying navigation through space and the role of attention during natural behavior. We argue that the development of real-world mobile cognition offers both increased ecological validity, and the opportunity to examine the interactions between perception, cognition and action—rather than examining each in isolation

Neuromarketing: a review of research and implications for marketing

In this research, we reviewed existing studies which used neuromarketing techniques in various fields of research. The results revealed that most attempts in neuromarketing have been made for business research. This research provides important results on the use of neuromarketing techniques, their limitations and implications for marketing research. We hope that this research will provide useful information about the neuromarketing techniques, their applications and help the researchers in conducting the research on neuromarketing with insight into the state-of-the-art of development methods