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Evidence for Covert Attention Switching from Eye-Movements. Reply to Commentaries on Liechty et al., 2003

Published online by Cambridge University Press:  01 January 2025

Michel Wedel ,
Rik Pieters  and
John Liechty
Michel Wedel*
Affiliation:
University of Michigan
Rik Pieters
Affiliation:
University of Tilburg
John Liechty
Affiliation:
Pennsylvania State University
*
Requests for reprints should be sent to Michel Wedel, Dwight F. Benlon Professor of Marketing, University of Michigan Business School, 701 Tappan Street, Ann Arbor MI 48109-1234. E-Mail: wedel@umich.edu
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Abstract

We argue that our research objectives in Liechty, Pieters, and Wedel (2003) are to provide generalizable insights into covert visual attention to complex, multimodal stimuli in their natural context, through inverse inference from eye-movement data. We discuss the most important issues raised by Feng (2003) and Reichle and Nelson (2003), in particular the task definition, inclusion of ad features, object-based versus space-based attention and the evidence for the where and what streams.

Keywords

covert visual attentionspace based attentionobject based attentionwhere and what streamscan pathshidden Markov modelprint advertising
Type
Commentary
Information
Psychometrika , Volume 68 , Issue 4 , December 2003 , pp. 557 - 562
Copyright
Copyright © 2003 The Psychometric Society

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Footnotes

Author names are in reverse alphabetical order.

The authors would like to thank Arnaud De Bruyn for his help in preparing the second figure.

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