FCRG members, Dr Tochukwu Onwuegbusi and Prof Todd Hogue (along with Prof Amanda Roberts and an ex-Lincoln colleague) have a published a new paper entitled “An Eye Tracking Investigation of Young People’s Gaze Behaviour to Gambling and Non-Gambling Moving Adverts” in the journal European Addiction Research.
The study involved applying a novel data-driven methodology (that directly tracks eye movements) to reveal attentional biases towards gambling adverts and promotions by examining differences in young people’s eye gaze behaviour when watching gambling and non-gambling (control) moving adverts. The results showed that the new data-driven method can: (1) isolate video clips that best distinguish people on the low-high craving spectrum, (2) reveal the type of each video clip with the largest group differences, and (3) accurately predict young people’s gambling craving on the basis of eye movement patterns.