One of the Newest Uses of Eye Tracking Is to Determine

question 12

Multiple Choice

One of the newest uses of eye tracking is to determine:

• A)the effectiveness of websites, online ads, and e-mails.
• B)how long an individual has to read an interstate billboard message.
• C)why certain coupons have higher redemption rates than others.
• D)the connotations of the colors used in print ads.
• E)whether an individual is aware of exposure to split-run ads.

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Definitions:

Protanopia

A type of color blindness in which there is a difficulty in distinguishing between red and green colors due to the absence or malfunctioning of the red cones in the eye.

Visual Cortex

The part of the cerebral cortex that processes visual information, located in the occipital lobe at the back of the brain.

Lower Visual Field

The portion of the visual field that is seen by the lower part of the retina, related to superior spatial resolution and mobility navigation.

Corpus Callosum

The large band of neural fibers connecting the two hemispheres of the brain, facilitating interhemispheric communication.