Eye-tracking correlates of the Implicit Association Test

Raising awareness of environmental challenges represents an important issue for researchers and scientists. As public opinion remains ambiguous, implicit attitudes toward climate change must be investigated. A custom Single-Category Implicit Association Test, a version of the Implicit Association Test, was developed to assess climate change beliefs. It was administered to 20 subjects while eye movements were tracked using a smart glasses system. Eye gaze patterns were analysed to understand whether they could reflect implicit attitudes toward nature. Recurrence Quantification Analysis was performed to extract 13 features from the eye-tracking data, which were used to perform statistical analyses. Significant differences were found between target stimuli (words related to climate change) and bad attributes in reaction time, and between target stimuli and good attributes in diagonal length entropy, suggesting that eye-tracking may provide an alternative source of information to electroencephalography in modeling and predicting implicit attitudes.