The document discusses using eye tracking technology to investigate cognitive processing by examining eye movements and fixations which can provide insights into selective attention, divided attention, and attentional set. It also outlines some cognitive models for understanding media effects and processing, and explores using eye tracking to study things like working memory capacity during web searches. The document argues that eye tracking, while still in its infancy as a research method, has the potential to provide new understanding of how attention works and how information is processed.

1. Eye Movements as a Method for
Investigating Cognitive Processing
Chen-Chao Tao
Department of Communication and Technology
National Chiao Tung University

2. Eye Tracking

3. Attention
Selective attention
– Explores the differential processing of incoming sensory
information and the extent to which unattended stimuli are
processed
Divided attention
– Examines the parallel processing of incoming sensory
information
Attentional set
– Address the influence of advance information about stimuli on
the processing of incoming sensory information

4. Cognitive Approaches to Media
Limited capacity model of motivated mediated message
processing (LC4MP)
Limited
Resources
Orienting
responses
Message Information processing Media Effects
Automatic
Structural Encoding Attitude
Features Controlled
Storage Behavior
Content
Features Retrieval Cognition
Motivation Emotion
Appetitive Valence
Aversive Arousal

5. Cognitive Processing during Web Search
Stroop-type stimulus
Working memory capacity
Information
Maintenance
(Targets)
In-text links & ads
Inhibition
Flanker stimulus (Distractors)

6. Fixations and saccades
Saccade
Fixation
Low versus high velocity?
Minimum duration (100ms or 2 SD)
Fixation

7. Why use eye movements in research?
The eye-mind hypothesis
– The relationship between eye movements and attentional
mechanisms
Still in infant stage
– Have been broadly applied to different research topics (including
the commercial sector), but not deeply studied
“Which measure is best to use as an index of processing time
partly depends on what is being examined.”
– Spillover effects: “the problem is that words are processed when
they are not fixated.

8. Who am I?
Education
Ph.D. in Mass Communication at IUB
M.A. in Communication Technology at NCTU
Professional experience
2000-2003 Neobits Technology Inc. (新位元科技)
General Manager and Founder
1996-2000 Common Wealth Magazine (天下雜誌)
Supervisor of Information Center, Deputy Manager of Internet
Department, Research Editor
Research interests
Cognitive approaches to media
Mediation and moderation
Social network analysis