As the ability to make predictions of uncertainty information representing natural hazards increa... more As the ability to make predictions of uncertainty information representing natural hazards increases, an important question for those designing and communicating hazard forecasts is how visualisations of uncertainty influence understanding amongst the intended, potentially varied, target audiences. End-users have a wide range of differing expertise and backgrounds, possibly influencing the decision-making process they undertake for a given forecast presentation. Our previous, linked study, examined how the presentation of uncertainty information influenced end-user decision making. Here, we shift the focus to examine the decisions and reactions of participants with differing expertise (Meteorology, Psychology and Graphic Communication students) when presented with varied hypothetical forecast representations (boxplot, fan plot or spaghetti plot with and without median lines), using the same eye-tracking methods and experiments. Participants made decisions about a fictional scenario involving the choices between ships of different sizes in the face of varying ice thickness forecasts. Eye-movements to the graph area and key, and how they changed over time (early, intermediate, and later viewing periods), were examined. More fixations (maintained gaze on one location) and time fixating was spent on the graph and key during early and intermediate periods of viewing, particularly for boxplots and fan plots. The inclusion of median lines led to less fixations being made to all graph types during early and intermediate viewing periods. No difference in eye movement behaviour was found due to expertise, however those with greater expertise were more accurate in their decisions, particularly during more difficult scenarios. Where scientific producers seek to draw users to the central estimate, an anchoring line can significantly reduce cognitive load leading both experts and non-experts to make more rational decisions. When asking users to consider extreme scenarios or uncertainty, different prior expertise can lead to significantly different cognitive load for processing information with an impact on ability to make appropriate decisions. information design principles which seek to reduce visual noise in data presentation and draw the user to the critical parts can have major benefits for their ability to effectively communicate with both expert and non-expert end-users. More broadly, taken together the two parts of the study suggest that incorporating eyetracking and other techniques from cognitive science into the process of the design of forecast communication tools could be extremely fruitful. These techniques are now wellestablished with technology that makes them relatively cheap to set up and use. Graphical presentation of geo-scientific forecasts can happen with a range of breadth and longevity of communication in mind. While eye-tracking and related techniques would not be appropriate for all purposes, where graphics are being developed for routine and wide use, for example routine weather forecasts, this kind of approach would be a very valuable addition to enduser engagement. One obvious extension to the work in the two parts of this study is applying the same techniques to well-known and widely used geo-scientific forecast graphics.
It is suggested that similar cognitive processes are involved with both the creation and percepti... more It is suggested that similar cognitive processes are involved with both the creation and perception of art. However, a lack of research examines this relationship, whether this is just from the perspective of the artist, or in relation to the artist and perceiver of the final product. To do so, we examined the experience of artists and non‐artists investigating initial stages of art‐making by examining relationships between aesthetic and drawing preferences of geometric stimuli (Experiments 1 & 2). To further understand this experience, we allowed artists and non‐artists to be involved in actual drawing activity (stippling and stroking) whilst making drawing preferences. We also examined how being involved in drawing influenced aesthetic preferences (Experiment 3), this led to conducting studies considering perceivers (artists/non‐artists) of artworks. Here, we investigated how congruent actions (simultaneously produced or learnt during pre‐training) with the artists behind the artw...
While the effects of emotions on attitudes to investment risk are now well documented, the influe... more While the effects of emotions on attitudes to investment risk are now well documented, the influence of personality factors has been much less researched. This paper examines the role of personality traits in determining financial risk tolerance. Using an extensive survey of UK-based retail investors, we show that personality traits and characteristics are more important than emotions in determining attitude to risk. We also observe that the widely adopted ‘Big Five’ framework is insufficient to characterise this relationship adequately, with significant roles for financial self-efficacy, resilience, trait anger and intolerance of uncertainty. Since some of these characteristics can be modified, our findings are suggestive that appropriate training and support for those making financial decisions could lead to better outcomes over the longer term.
Throughout the 20th century, there have been many different forms of abstract painting. While wor... more Throughout the 20th century, there have been many different forms of abstract painting. While works by some artists, e.g., Piet Mondrian, are usually described as static, others are described as dynamic, such as Jackson Pollock’s ‘action paintings’. Art historians have assumed that beholders not only conceptualise such differences in depicted dynamics but also mirror these in their viewing behaviour. In an interdisciplinary eye-tracking study, we tested this concept through investigating both the localisation of fixations (polyfocal viewing) and the average duration of fixations as well as saccade velocity, duration and path curvature. We showed 30 different abstract paintings to 40 participants — 20 laypeople and 20 experts (art students) — and used self-reporting to investigate the perceived dynamism of each painting and its relationship with (a) the average number and duration of fixations, (b) the average number, duration and velocity of saccades as well as the amplitude and cur...
Journal of Behavioral and Experimental Economics, 2021
We investigate the relationship between the extent of visual attention and preference stability i... more We investigate the relationship between the extent of visual attention and preference stability in a discrete choice experiment using eye-tracking to investigate country of origin information for meat in the UK. By preference stability, we mean the extent to which choice task responses differ for an identical set of tasks for an individual. Our results reveal that the degree of visual attention, counter to our initial expectations, is positively related to the degree of preference instability. This means that preference instability does not necessarily indicate low levels of respondent engagement. We also find that those respondents' exhibiting preference instability do not substantively differ from the rest of the sample in terms of their underlying preferences. Rather, these respondents spend longer looking at tasks that are similar in terms of utility, suggesting these respondents find these choices more difficult.
As the ability to make predictions of uncertainty information representing natural hazards increa... more As the ability to make predictions of uncertainty information representing natural hazards increases, an important question for those designing and communicating hazard forecasts is how visualisations of uncertainty influence understanding amongst the intended, potentially varied, target audiences. End-users have a wide range of differing expertise and backgrounds, possibly influencing the decision-making process they undertake for a given forecast presentation. Our previous, linked study, examined how the presentation of uncertainty information influenced end-user decision making. Here, we shift the focus to examine the decisions and reactions of participants with differing expertise (Meteorology, Psychology and Graphic Communication students) when presented with varied hypothetical forecast representations (boxplot, fan plot or spaghetti plot with and without median lines), using the same eye-tracking methods and experiments. Participants made decisions about a fictional scenario involving the choices between ships of different sizes in the face of varying ice thickness forecasts. Eye-movements to the graph area and key, and how they changed over time (early, intermediate, and later viewing periods), were examined. More fixations (maintained gaze on one location) and time fixating was spent on the graph and key during early and intermediate periods of viewing, particularly for boxplots and fan plots. The inclusion of median lines led to less fixations being made to all graph types during early and intermediate viewing periods. No difference in eye movement behaviour was found due to expertise, however those with greater expertise were more accurate in their decisions, particularly during more difficult scenarios. Where scientific producers seek to draw users to the central estimate, an anchoring line can significantly reduce cognitive load leading both experts and non-experts to make more rational decisions. When asking users to consider extreme scenarios or uncertainty, different prior expertise can lead to significantly different cognitive load for processing information with an impact on ability to make appropriate decisions. information design principles which seek to reduce visual noise in data presentation and draw the user to the critical parts can have major benefits for their ability to effectively communicate with both expert and non-expert end-users. More broadly, taken together the two parts of the study suggest that incorporating eyetracking and other techniques from cognitive science into the process of the design of forecast communication tools could be extremely fruitful. These techniques are now wellestablished with technology that makes them relatively cheap to set up and use. Graphical presentation of geo-scientific forecasts can happen with a range of breadth and longevity of communication in mind. While eye-tracking and related techniques would not be appropriate for all purposes, where graphics are being developed for routine and wide use, for example routine weather forecasts, this kind of approach would be a very valuable addition to enduser engagement. One obvious extension to the work in the two parts of this study is applying the same techniques to well-known and widely used geo-scientific forecast graphics.
It is suggested that similar cognitive processes are involved with both the creation and percepti... more It is suggested that similar cognitive processes are involved with both the creation and perception of art. However, a lack of research examines this relationship, whether this is just from the perspective of the artist, or in relation to the artist and perceiver of the final product. To do so, we examined the experience of artists and non‐artists investigating initial stages of art‐making by examining relationships between aesthetic and drawing preferences of geometric stimuli (Experiments 1 & 2). To further understand this experience, we allowed artists and non‐artists to be involved in actual drawing activity (stippling and stroking) whilst making drawing preferences. We also examined how being involved in drawing influenced aesthetic preferences (Experiment 3), this led to conducting studies considering perceivers (artists/non‐artists) of artworks. Here, we investigated how congruent actions (simultaneously produced or learnt during pre‐training) with the artists behind the artw...
While the effects of emotions on attitudes to investment risk are now well documented, the influe... more While the effects of emotions on attitudes to investment risk are now well documented, the influence of personality factors has been much less researched. This paper examines the role of personality traits in determining financial risk tolerance. Using an extensive survey of UK-based retail investors, we show that personality traits and characteristics are more important than emotions in determining attitude to risk. We also observe that the widely adopted ‘Big Five’ framework is insufficient to characterise this relationship adequately, with significant roles for financial self-efficacy, resilience, trait anger and intolerance of uncertainty. Since some of these characteristics can be modified, our findings are suggestive that appropriate training and support for those making financial decisions could lead to better outcomes over the longer term.
Throughout the 20th century, there have been many different forms of abstract painting. While wor... more Throughout the 20th century, there have been many different forms of abstract painting. While works by some artists, e.g., Piet Mondrian, are usually described as static, others are described as dynamic, such as Jackson Pollock’s ‘action paintings’. Art historians have assumed that beholders not only conceptualise such differences in depicted dynamics but also mirror these in their viewing behaviour. In an interdisciplinary eye-tracking study, we tested this concept through investigating both the localisation of fixations (polyfocal viewing) and the average duration of fixations as well as saccade velocity, duration and path curvature. We showed 30 different abstract paintings to 40 participants — 20 laypeople and 20 experts (art students) — and used self-reporting to investigate the perceived dynamism of each painting and its relationship with (a) the average number and duration of fixations, (b) the average number, duration and velocity of saccades as well as the amplitude and cur...
Journal of Behavioral and Experimental Economics, 2021
We investigate the relationship between the extent of visual attention and preference stability i... more We investigate the relationship between the extent of visual attention and preference stability in a discrete choice experiment using eye-tracking to investigate country of origin information for meat in the UK. By preference stability, we mean the extent to which choice task responses differ for an identical set of tasks for an individual. Our results reveal that the degree of visual attention, counter to our initial expectations, is positively related to the degree of preference instability. This means that preference instability does not necessarily indicate low levels of respondent engagement. We also find that those respondents' exhibiting preference instability do not substantively differ from the rest of the sample in terms of their underlying preferences. Rather, these respondents spend longer looking at tasks that are similar in terms of utility, suggesting these respondents find these choices more difficult.
Uploads
Papers by Louis Williams