Background: Visual salience computed using algorithmic procedures have been shown to predict eye-movements in a number of contexts. However, despite calls to incorporate computationally-defined visual salience metrics as a means of assessing the effectiveness of advertisements, few studies have incorporated these techniques in a marketing context. The present study sought to determine the impact of visual salience and knowledge of a brand on eye-movement patterns and buying preferences.
Methods: Participants (N=38) were presented with 54 pairs of products presented on the left and right sides of a blank white screen. For each pair, one product was a known North American product, such as Fresca?, and one was an unknown British product of the same category, such as Irn Bru?. Participants were asked to select which product they would prefer to buy while their eye movements were recorded. Salience was computed using Itti & Koch’s [2001] computational model of bottom-up salience. Products were defined as highly salient if the majority of the first five predicted fixations were in the region of the product.
Results: Results showed that participants were much more likely to prefer to buy known products, and tentative evidence suggests that participants had longer total dwell times when looking at unknown products. Salience appears to have had little or no effect on preference for a product, nor did it predict total dwell time or time to first fixation. There also appears to be no interaction between knowledge of a product and visual salience on any of the measures analyzed.
Conclusions: The results indicate that product salience may not be a useful predictor of attention under the constraints of the present experiment. Future studies could use a different operational definition of visual salience which might be more predictive of visual attention. Furthermore, a more fine-grained analysis of product familiarity based on survey data may reveal patterns obscured by the definitional constraints of the present study.
Background and Objective: Subthreshold laser technologies and their applications in ophthalmology have greatly expanded in the past few decades. Initially used for retinal diseases such as central serous chorioretinopathy and diabetic macular edema, subthreshold lasers have recently shown efficacy in the treatment of various types of glaucoma. Our primary objectives are to review the clinical applications of subthreshold laser in the context of glaucoma treatment and discuss the mechanisms of different subthreshold laser techniques, including subthreshold selective laser trabeculoplasty (SSLT), micropulse laser trabeculoplasty (MLT), pattern-scanning laser trabeculoplasty (PSLT), titanium laser trabeculoplasty (TLT), and micropulse transscleral cyclophotocoagulation (MP-TSCPC).
Methods: This was a narrative review compiled from literature of PubMed and Google Scholar. The review was performed from March 2021 to October 2021 and included publications in English. We also included information from web pages to cover details of relevant laser systems. We discuss the history of subthreshold laser, recent advancements in subthreshold techniques, and commercially available systems that provide subthreshold capabilities for glaucoma. We highlight basic science and clinical studies that deepen the understanding of treatment mechanisms and treatment effectiveness in the clinical setting respectively. We review commonly used parameters for each technique and provide comparisons to conventional treatments.
Key Content and Findings: We found five distinct types of subthreshold laser used in the management of glaucoma. Numerous subthreshold laser systems are commercially available and can provide this treatment. Therefore, understanding the differences between subthreshold techniques and laser systems will be critical in utilizing subthreshold laser in the clinical setting.
Conclusions: Traditional laser trabeculoplasty (LT) and cyclophotocoagulation (CPC) have shown effectiveness in the treatment of various types of glaucoma but are associated with visible damage to the underlying tissue and adverse effects. Subthreshold laser systems aim to provide the therapeutic effect found in traditional lasers, while minimizing unwanted treatment related effects. Further clinical studies are needed to evaluate the role of subthreshold lasers in the management of glaucoma.
