Repeated Web Page Visits and the Scanpath Theory: A Recurrent Pattern Detection Approach

This paper investigates the eye movement sequences of users visiting web pages repeatedly. We are interested in potential habituation due to repeated exposure. The scanpath theory posits that every person learns an idiosyncratic gaze sequence on first exposure to a stimulus and re-applies it on subs...

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Bibliographic Details
Main Authors: Michael Burmester, Marcus Mast
Format: Article
Language:English
Published: Bern Open Publishing 2010-10-01
Series:Journal of Eye Movement Research
Subjects:
Online Access:https://bop.unibe.ch/JEMR/article/view/2305
Description
Summary:This paper investigates the eye movement sequences of users visiting web pages repeatedly. We are interested in potential habituation due to repeated exposure. The scanpath theory posits that every person learns an idiosyncratic gaze sequence on first exposure to a stimulus and re-applies it on subsequent exposures. Josephson and Holmes (2002) tested the applicability of this hypothesis to web page revisitation but results were inconclusive. With a recurrent temporal pattern detection technique, we examine additional aspects and expose scanpaths. Results do not suggest direct applicability of the scanpath theory. While repetitive scan patterns occurred and were individually distinctive, their occurrence was variable, there were often several different patterns per person, and patterns were not primarily formed on the first exposure. However, extensive patterning occurred for some participants yet not for others which deserves further study into its determinants.
ISSN:1995-8692