眼动追踪

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眼动追踪（Eye Tracking），是指通过测量眼睛的注视点的位置或者眼球相对头部的运动而实现对眼球运动的追踪。眼动仪是一种能够跟踪测量眼球位置及眼球运动信息的一种设备，在视觉系统、心理学、认知语言学的研究中有广泛的应用。目前眼动追踪有多种方法，其中最常用的无创手段是通过视频拍摄设备来获取眼睛的位置。有创的手段包括在眼睛中埋置眼动测定线圈或者使用微电极描记眼动电图。

## 研究历史

在19世纪，眼动的研究主要是靠直接对眼睛进行观察完成的。

1879年，法国巴黎的眼科医生贾冯（Louis Émile Javal）发现人们在阅读文字的时候，眼睛的注视点并不是平滑的划过所注视的文字，而是在某一点停留一段时间（注视），然后进行一词快速眼动切换。人们根据这项发现提出了关于文字阅读的许多被认为重要的问题：人们的眼睛遇到哪些单词会停下来？会在这些单词上停留多长时间？眼睛什么时候会回顾前面已经看到过的单词？这些问题在 20 世纪得到了广泛的研究。

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埃德蒙·休伊（Edmund Huey）使用带有人工瞳孔的接触镜制造出了最早的眼动仪。休伊定量研究了眼睛的回顾现象（回顾现象在快速眼动中所占的比例很小），他发现人们在阅读的时候，有些单词根本就没有被注视过。

第一台非侵入式的眼动仪是巴斯韦尔（Guy Thomas Buswell）在芝加哥发明的。这台眼动仪的原理是，将一束光打到眼睛表面，然后使用胶卷记录从眼睛反射回来的光，据此分析眼睛注视点的位置。巴斯韦尔对人们进行文字阅读和浏览照片时的眼动状况做了系统的研究。

1950 年，阿尔弗雷德·雅布斯在眼动研究方面作出了许多被认为重要的工作，他在1967年出版的一本书也被广泛引用。他发现给被试者的分配的任务目标很大程度上决定了被试者的眼动轨迹。在他的著作中，他这样描述眼睛的注视点与人们的注视兴趣：

“所有的记录..都表明眼动的特徴几乎是完全独立的。只要打印在平面或是接近平面的材质上，顶多只会轻微的受到该材质的影响”。观察图形时，眼动的周期“不只是在图形上看到了什么，更包括观察者遭遇问题时，期望在图形上找出更多资讯的情境”。

“眼动的记录显示，观察者通常将注意力集中在图形上的特定元素...眼睛的移动反映了人们的思考过程；因此，侧录观察者的眼睛移动，可以一个程度的了解观察者在想什么。记录是什么东西吸引了观察者的注意是很容易的事（因此，也能知道观察者在想什么），记录其顺序、频率也非常容易”。

“观察者的注意力经常望向一些不重要的事物，但对观察者本身而言可能很重要。观察者在某些情境下经常将注意力放在一些不寻常的元素上，比如不熟悉时、不完全理解时...”。

“...当观察者改变注视的点时，观察者仍会不断的来回注视。观察者的知觉并不会用在第二个注视的元素上，而会反复思索对观察者而言最动要的元素”。

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## 另外参见

- 注意力追踪
- 眼动
- 阅读文字时的眼动
- 阅读乐谱时的眼动
- 中央凹
- Gaze-contingency paradigm
- 周边视野
- Foveated imaging
- 眼动追踪仪
- 换位字母效应

## 扩展阅读

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### 商业化眼动追踪仪

- Bojko, A. (2006). Using Eye Tracking to Compare Web Page Designs: A Case Study. Journal of Usability Studies, Vol.1, No. 3.
- Bojko, A. & Stephenson, A. (2005). It's All in the Eye of the User: How eye tracking can help answer usability questions. User Experience, Vol. 4, No. 1.
- Chandon, Pierre, J. Wesley Hutchinson, and Scott H. Young (2001), Measuring Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data.
- Duchowski, A. T., (2002) A Breadth-First Survey of Eye Tracking Applications, 'Behavior Research Methods, Instruments, & Computers (BRMIC),' 34(4), November 2002, pp. 455–470.
- National Highway Traffic Safety Administration. (n.d.) Retrieved July 9, 2006, from
- Pieters, R., Wedel, M. & Zhang, J. (2007). Optimal Feature Advertising Under Competitive Clutter, Management Science, 2007, 51 (11) 1815–1828.
- Pieters, R., & Wedel, M. (2007). Goal Control of Visual Attention to Advertising: The Yarbus Implication, Journal of Consumer Research, 2007, 34 (August), 224–233.
- Pieters, R. & Wedel, M. (2004). Attention Capture and Transfer by elements of Advertisements. Journal of Marketing, 68 (2), 2004, 36–50.
- Thomas RECORDING GmbH, high-speed Eye Tracking Systems for neuro-scientific purposes
- Weatherhead, James. (2005) Eye on the Future, 'British Computer Society, ITNOW Future of Computing,' 47 (6), pp. 32–33
- Wedel, M. & Pieters, R. (2000). Eye fixations on advertisements and memory for brands: a model and findings. Marketing Science, 19 (4), 2000, 297–312.
- Wittenstein, Jerran. (2006). EyeTracking sees gold in its technology. Electronic Version. San Diego Source, The Daily Transcript, April, 3rd, 2006.