Alice Ravarelli

Online newspapers and ad banners: an eye tracking study on the effects of congruity

Purpose – The purpose of this paper is to study the possible influence of congruity on the way ad banners are watched and remembered in online newspapers.Design/methodology/approach – The effects of the thematic connection between banner subject and article content are examined at the level of gaze behaviour using eye tracking technology, while questionnaires are exploited to assess both free and helped recall. Two “kinds of reading” are also considered, namely “imposed” (where the tester has to read a specific article) and “free” (where the tester can choose the articles topic from a set).Findings – Results indicate that congruity matters for the way banners are looked at, although it seems to have a limited influence on memory. Moreover, the kind of reading is significant in a few cases.Practical implications – The design of ad banners for web content is very critical, due to the so‐called “banner blindness” phenomenon. At the same time, ad banners are crucial for online newspapers, which rely on them ...

Eye-based user interfaces: Some recent projects

We are currently witnessing an increasing attention to issues related to Accessibility, which should eliminate, or at least reduce, the distance between disabled people and technology. However, particularly for severely-impaired persons, there are still many challenges that must be overcome. In this paper we present eye tracking as a valuable support for disability in the accomplishment of hands-free tasks. Moreover, we stress the potentials of eye-based interfaces to enhance the user-machine interaction process in “traditional” activities based on keyboard and mouse. Through the description of some of the projects we have recently developed at the University of Pavia, we will show how interfaces based on eye tracking can be really helpful in different contexts of use.

Some Eye Tracking Solutions for Severe Motor Disabilities

People affected by serious motor disabilities need proper ways to interact with the computer, which is for them an essential communication means. Thanks to recent technological advances in the field of eye tracking, it is now possible to exploit unobtrusive devices to detect the user’s gaze on a screen and employ it to control graphical interfaces. In this paper we present some of the eye tracking projects we have recently developed at the University of Pavia, all aimed at providing the (disabled) user with reliable gaze-driven input modalities.

Using eye-tracking to study reading patterns and processes in autism with hyperlexia profile

The aim of this study is to present the application of the eye-tracking technology to the research on autistic spectrum disorders (ASD) with a special interest on language impairments and text comprehension and production deficits. We discuss data and results obtained from a single case study research regarding an adult autistic male with a hyperlexia profile. Our results support the usage of eye-tracking technology in research and diagnostic contexts that make difficult an intrusive human-machine interaction.

Analyzing text comprehension deficits in autism with eye tracking: A case study

The purpose of this study is to present the application of the eye-tracking technology to the research on autistic spectrum disorders (ASD) with a special interest on language impairments and text comprehension and production deficits. We present data and results obtained from a single case study research regarding an adult autistic male with a hyperlexia profile. Furthermore we offer support to the usage of eye-tracking technology, in research and diagnostic contexts that make difficult a human-machine interface.