Yongchun Mao

Product visual strategies (PVS) on food packaging influence how consumers visually inspect products at the point of purchase. However, evidence comparing transparent windows and product images remains mixed, particularly regarding how these strategies interact with food unit size (FUS) and shape visual attention patterns. Moreover, few studies have examined these effects using objective eye-tracking measures within controlled experimental designs. This study employed a 2 × 2 between-subjects quasi-experiment to investigate the effects of PVS (transparent window and product image) and FUS (large unit and small unit) on visual attention and subsequent product-related evaluations. A total of 160 participants viewed realistic chocolate package stimuli that varied only in visual strategy and unit size. Eye movements were recorded using Tobii Pro Glasses 2. Visual attention was assessed through Time to First Fixation (TFF) and Fixation Duration (FD), while expected tastiness, expected quality, and purchase intention were measured using standardized self-report scales. The results showed that transparent-window packaging attracted visual attention more rapidly and sustained longer fixations than product-image packaging. These attention differences were accompanied by higher expected tastiness, expected quality, and purchase intention. While food unit size alone showed limited effects on eye-movement measures, a significant interaction was observed: small-unit designs elicited greater visual attention and more favorable evaluations only when the product was directly visible through a transparent window. Overall, the findings demonstrate how product visual strategies and food unit size jointly shape visual attention allocation during packaging inspection. By integrating eye-tracking measures with evaluation and behavioral intention outcomes, this study contributes to applied eye-movement research in food packaging contexts.

With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Results indicated that elder participants had significantly higher fixation counts and longer fixation durations in text regions than younger participants, as well as higher perceived novelty scores. A positive correlation emerged between text fixation duration and perceived novelty. Additionally, elder participants showed greater interaction between text and images, while younger participants exhibited a more linear reading pattern. This study offers empirical insights to optimize tourism promotional materials, highlighting the need for age-specific communication strategies.

Primary Scientific Literature (PSL) significantly contributes to cultivating students' scientific literacy. However, students' visual strategies while reading PSL remain unclear. This study utilized eye-tracking technology to clarify students' visual attention allocation and fixation transactions during PSL reading, and explored their associations with students' self-reported reading strategy levels and reading outcomes. Thirty-eight undergraduate students majoring in biology (22 females and 16 males) participated in the study. They wore eye-tracking glasses while reading a PSL that included sections like abstract, introduction, methods, results, discussion, and reference. Participants also completed a Primary Scientific Literature Strategies Assessment and a post-reading exam. The study demonstrated that reading time and fixation count on the results page were positively correlated with self-reported PSL reading strategy scores and reading outcomes. The reading time and fixation count on the methods page are positively correlated with self-reported PSL reading strategy score. Moreover, the higher group showed significantly greater attention to results compared to the lower group. The higher group exhibited significant interaction between texts and figures in fixation transactions within the results, whereas this interaction was absent in the lower group. The research provided recommendations for educators to enhance students' PSL reading strategies and abilities. Keywords: primary scientific literature, reading strategy, eye-tracking, science education