Neth, H., Patton, E. W., Banas, S., Schoelles, M. J., & Gray, W. D. (2008). Integrating semantic and visual aspects of online information search. In V. Sloutsky, B. Love & K. McRae (Eds.), Poster presented at the 30th Annual Meeting of the Cognitive Science Society (pp. 2287). Austin, TX: Cognitive Science Society.
Integrating semantic and visual aspects of online information search
How do the semantic and visual properties of web pages interact in online information search? Our novel methodology merges theoretical insights from the information foraging literature (Fu & Pirolli, 2007; Pirolli, 2007) with technological advances in semantic and visual analysis. Specifically, we integrate recent methods to compute semantic fields (Stone & Dennis, 2007) on the basis of latent semantic analysis (Landauer & Dumais, 1997) with a metric of semantic saliency (Itti & Koch, 2001). In a validation experiment we collected fine-grained interaction and eye-gaze data as participants used a modified version of the Firefox browser and produced semantic and saliency maps for all screens that were displayed for at least 500-msec. Our analyses of search paths and the semantic and visual properties of fixated locations suggest that semantic factors are more predictive of search success than visual saliency.
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