Quantitative Objective Assessment of Websites by Neurocode-Tracking in Combination with Eye-Tracking
Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=49361#.VI5UlMnQrzE Author(s) Wilfried Dimpfel , Andrè Morys Affiliation(s) Justus-Liebig-University Giessen c/o NeuroCode AG, Wetzlar, Germany . Web Arts AG, Bad Homburg v. d. Hohe, Germany . ABSTRACT Assessment of websites remains a definite challenge within advertisement research. In order to gather objective information, one possibility exists in using Eye-Tracking. This method allows for determination of where and how long particular areas of a website are fixed. However, longer fixation values do not necessarily reflect higher attention or even memorizing of the content. It could also mean that the content is too complicate...