Liechty, Pieters, and Wedel (2003) report an eye-tracking experiment that is taken to support the distinction between two states of covert visual attention: local versus global. We discuss several logical problems with this dichotomy and their experiment, and then provide an alternate account of their data using a model, E-Z Reader, that requires only a single attention state.
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Reichle et al. (2003) studied this question.
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