ABSTRACT

Eye tracking offers researchers an opportunity to collect an objective assessment of visual behavior. Visual behavior—referring broadly to metrics and measures of gaze positioning and movement—has been used to assess variables including exposure time, cognitive processing, prominence, and (visual) attention. Over the past decade, communication science researchers have increased their use of eye-tracking methods in published articles. During that same period, technological innovations have made eye-tracking units more affordable and accessible to interested researchers increasing the likelihood that eye-tracking research will continue to increase in the field. In this article, we provide information on eye tracking in hopes of improving the quality and reporting of eye-tracking research in communication. The article first provides an overview of basic eye-tracking information followed by a systematic review on the reporting of eye-tracking methods in communication-relevant research. We then provide eye-tracking research reporting recommendations and some ideas about how eye tracking might be integrated into scholarly work moving forward with the aim of improving the transparency and replicability of eye-tracking research in communication science.

摘要

眼动追踪为研究人员提供了收集客观视觉行为评估的机会。视觉行为（广泛地指注视位置和移动的度量和度量）已用于评估变量，包括暴露时间，认知过程，突出和（视觉）注意力。在过去的十年中，传播科学研究者在已发表的文章中增加了对眼动追踪方法的使用。在同一时期，技术创新使感兴趣的研究人员更容易负担得起和使用眼动追踪设备，从而增加了该领域眼动追踪研究将继续增加的可能性。在本文中，我们提供有关眼动追踪的信息，以期提高沟通中眼动追踪研究的质量和报告。本文首先概述了基本的眼动跟踪信息，然后系统地综述了与通信相关的研究中的眼动跟踪方法。然后，我们提供眼动追踪研究的报告建议，以及一些有关如何将眼动追踪整合到学术工作中的想法，以提高通讯科学中眼动追踪研究的透明度和可复制性。