Perceived stimulus salience is therefore a dynamic property that changes over space and time (varying as a function of changes in stimulus properties or changes in a viewer’s internal needs), and an inherently subjective aspect of viewer experience. The perceived salience of a stimulus can be driven by a host of interacting factors, including the physical properties of the stimulus 10 and the internal needs and states (i.e., the goals, motivations, and interests) of the viewer 11, 12, 13, 14. Perceived stimulus salience guides attention towards what is perceived to be most important at any given moment and, consequently, acts as a gatekeeper in selecting experiences that will directly affect learning, memory, ongoing brain activation, and subsequent brain specialization 6, 7, 8, 9. The current study investigates a novel measure of a specific facet of engagement: perceived stimulus salience, defined herein as a person’s subjective perception of how important or engaging a stimulus is. For this reason, engagement-defined herein as a kind of focused attention that involves investment or engrossment in an activity or with a person or thing 3, 4, 5-is a critical gating mechanism for successful learning 1, 2. Information that is not perceived as relevant-even if looked at-may go unprocessed 1, 2. In everyday complex environments, successful adaptive action depends upon selectively engaging with things that have the greatest behavioral relevance. Findings support the use of eye-blink measures in future studies investigating a person’s subjective perception of how engaging a stimulus is. However, for individuals with lower blink rates, blink rate patterns may provide less optimal measures when engagement shifts rapidly (at intervals of 1 second or less). Results demonstrate that blink rate patterns can be used to measure changes in individual and group engagement that unfold over relatively short (1 second) and long (60 second) timescales. In the present study, viewer engagement was experimentally manipulated in order to: (1) replicate past studies suggesting that a group of viewers will blink less often when watching content that they perceive as more important or relevant (2) test the reliability of the measure by investigating constraints on the timescale over which blink rate patterns can be used to accurately quantify viewer engagement and (3) examine whether blink rate patterns can be used to quantify what an individual – as opposed to a group of viewers-perceives as engaging. Probabilistically, the more important the visual information is to the viewer, the more likely he or she will be to inhibit blinking. This method capitalizes on the fact that although we remain largely unaware of our eye-blinking in everyday situations, eye-blinks are inhibited at precise moments in time so as to minimize the loss of visual information that occurs during a blink. Eye-blinking has emerged as a promising means of measuring viewer engagement with visual content.
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