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- om kiggestrategier, kiggehastigheder og fikseringsområder (danish)

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This paper looks into what possible implications different time intervals and different levels of knowledge about exposure times might have on a viewers gaze behaviour, when looking at static visual stimuli such as print ads in eye-tracking tests. To investigate the above we analyse data from two eye-tracking tests. One is testing if a different gaze behaviour is observable, when participants are informed about the time they have available for looking at a print ad, compared to when they aren’t informed about it. The other test looks at whether a change in gaze behaviour is observable, when participants know they have very little time to look at an ad, compared to when they have sufficient time. In the first test, we found no significant change in gaze behavior measured as the number of fixations, even though several users reported that they felt a change in their gaze pattern under the different conditions. In the second test however a significant difference was observed in the types of areas that participants focused on in the two different time intervals. When participants were aware that they had only little time available, they seemed to spend more time looking at figures and pictures, than they did when they had more time available.

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