The paper discusses the study of voluntary visual
attention (VVA), a relatively new area of active experimentation.
VVA concerns "natural" viewing
behavior or visual browsing when the subject is
under no constraints regarding the distribution of
attention. This is contrasted with traditional studies
of directed visual attention, such as the typical
study of visual judgment in tachistoscopic research.
Discussed are (1) the logic of investigating VVA, (2)
a comprehensive set of constructs that are thought
to be of theoretical importance, (3) methods for
calibrating these variables in terms of treatment
parameters, (4) the logic of scaling both independent
and dependent variables, (5) a summary of
salient findings, (6) some recent findings not previously
reported, and (7) an overview of the psychometric issues in the study of VVA.
Nunnally, Jum C, Lemond, L. Charles & Wilson, William H. (1977). Studies of voluntary visual attention: Theory, methods, and psychometric issues. Applied Psychological Measurement, 1, 203-218. doi:10.1177/014662167700100207
Nunnally, Jum C.; Lemond, L. Charles; Wilson, William H..
Studies of voluntary visual attention: Theory, methods, and psychometric issues.
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