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Eye-tracking correlates of the Implicit Association Test.

Federico Cala, Pietro Tarchi, Lorenzo Frassineti

    Annual International Conference of the IEEE Engineering in Medicine and Biology Society. IEEE Engineering in Medicine and Biology Society. Annual International Conference
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    Summary

    Investigating implicit climate change beliefs using a custom Implicit Association Test (IAT) and eye-tracking revealed significant differences in gaze patterns. Eye-tracking data may help predict implicit attitudes toward nature.

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    Area of Science:

    • Environmental Psychology
    • Cognitive Science
    • Human-Computer Interaction

    Background:

    • Public opinion on climate change is divided, necessitating research into underlying implicit attitudes.
    • Understanding implicit attitudes toward nature is crucial for effective environmental communication and policy.

    Purpose of the Study:

    • To develop and validate a custom Single-Category Implicit Association Test (SC-IAT) for assessing climate change beliefs.
    • To investigate the potential of eye-tracking metrics, analyzed via Recurrence Quantification Analysis (RQA), in reflecting implicit attitudes toward nature.

    Main Methods:

    • A custom SC-IAT was administered to 20 participants to measure implicit climate change beliefs.
    • Eye movements were recorded using smart glasses, and gaze patterns were analyzed using RQA to extract 13 features.
    • Statistical analyses were performed on reaction times and RQA features, comparing target stimuli (climate change words) with attribute words (good/bad).

    Main Results:

    • Significant differences in reaction time were observed between climate change words and negative attributes.
    • Significant differences in diagonal length entropy were found between climate change words and positive attributes.
    • Eye-tracking metrics showed potential in differentiating implicit attitudes.

    Conclusions:

    • Eye-tracking, analyzed with RQA, offers a promising, non-invasive method for assessing implicit attitudes toward environmental issues.
    • This approach may serve as an alternative or complementary tool to traditional methods like electroencephalography for modeling implicit attitudes.