## 3 Results  
### Comprehensive Analysis of Attention  
The Kruskal-Wallis test was used to show that visual attention is greater in women than in men [62]. The following measurements were used: Average Fixation Duration (AFD), total number of fixations, and frequency of fixations per second, total time of fixations. [PERSON] method has shown that the total number of fixations and the total time of fixations are greater, with significant differences for women than for men as can be seen in Table 3.  
Figure 2: Footwear store area. Original image (**a**) and Areas of Interest (**b**). Source: Prepared by the authors. \begin{table}
\begin{tabular}{c c c} \hline \hline
**Eye Tracking Metrics** & **Men** & **Woman** \\ \hline Average fixation duration (ms) & 256 & 351 * \\ Total number of fixations & 956 & 1102 * \\ Fixations per second & 1.05 & 1.45 * \\ Total time of the fixations & 774 & 989 * \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Test of Kruskal Wallis (* \(p<0.01\)). Toy case (packaging). The heat maps produced by the attention of the participants on the different stimuli of the areas (Figure 3), qualitatively reflect more intense attention on the stimuli and the information on the product, and, to a lesser extent, on the stimuli associated to brand or decoration. In the first comprehensive quantitative analysis of attention that the entire group of subjects showed towards stimuli (Table 4), it was observed that the image of the game (AOI 07) attracted the highest percentage of attention of all the participants. The AOI 02 (themes of the game) is the second in percentage of attention. Stimulus 01 (number of questions) reflects a high percentage of attention. Footwear case (store). The heat maps produced by the attention of the participants on the different stimuli of the areas (Figure 4), qualitatively reflect more intense attention on the stimuli and the information on the product, and, to a lesser extent, on the stimuli associated to brand or decoration. Figure 3: Toy packaging original image (**a**), heat map (**b**) and heat map with AOIs (**c**). Source: Prepared by the authors. Analysing the attention time, Figure 4c and Table 5 indicate the level of importance of AOI 01, compared to the following two. The AOI 01 is the one that is given the most attention. The AOI 02 and AOI 03 zones have equal importance, although the table in AOI 03 has some value (but not significant when compared to AOI 02). \begin{table}
\begin{tabular}{c c c c c} \hline \hline
**AOI Number** & **AOI Name** & **TTF (s)** & **Average Revisits** & **Attention Rate (\%)** \\ \hline
1 & Number of & 7.63 & 6 & 5.97 \\
2 & Game topics & 5.67 & 15 & 16.80 \\
3 & Trademark & 12.82 & 2 & 1.47 \\
4 & Recommended age & 9.30 & 3 & 2.26 \\
5 & Product family & 5.50 & 4 & 2.45 \\
6 & Product name & 2.68 & 10 & 6.66 \\
7 & Product picture & 1.05 & 26 & 26.17 \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Toy packaging. Time to First Fixation (TTF) and attention percentage of the total number of participants to each AOI. Source: Prepared by the authors. Figure 4: Footwear store area original image (**a**), heat map (**b**) and heat map with AOIs (**c**). Source: Prepared by the authors. In both cases, the element that has been looked at in the first place (TTF) is the product itself, but afterwards the gaze has been diverted to other stimuli that accompany the product. For both packaging and store area, the analysis of the attention rate (%) dedicated to the product, relative to other elements, is shown in Figure 5.