The Eye-Tracking Measurement and Cartographic Stimuli



Type Conference abstract
MU Faculty or unit

Faculty of Arts

Description The following poster presents an exploratory research of eye-tracking results conducted on 37 Czech participants. The poster introduces unique cartographic stimuli created on the basis of cognitive psychology research of categorization and clustering (Ji, Zhang & Nisbett, 2004; Norenzayan, Smith, Kim & Nisbett, 2002). The theoretical background of the developed cartographic tasks stems from the cross-cultural research of the cognitive style, especially analytic and holistic cognitive style (see Nisbett, Peng, Choi & Norenzayan, 2001), where the eye-tracking measurement is often performed (e.g. Chua, Boland & Nisbett, 2005). Therefore, the performance within the cartographic stimuli shall be understood as behavioural manifestation of the cognitive style in this case. These tasks are characterized by the categorizing (respectively clustering) of multivariate point symbols in the fictional cartographic maps with preselected analytic/holistic area (i. e. areas of interest in the eye-tracking analysis). The poster presents fixations and gaze points, saccades, heatmaps, average time spent and scanpaths with respect to preselected areas of interest. Data were gathered by Eye Tribe and SW Ogama. The contribution also discusses the limitations of the presented method and its potential for the deeper understanding of the cognition and perception differences in categorization processes.
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