Journal of Eye Tracking, Visual Cognition and Emotion nº 01 (2011)

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http://hdl.handle.net/10437/11305

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Percorrer Journal of Eye Tracking, Visual Cognition and Emotion nº 01 (2011) por autor "Oliveira, Jorge"

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    Attentional orienting to biologically fear-relevant stimuli: data from eye tracking using the continual alternation flicker paradigm
    (Edições Universitárias Lusófonas, 2011) Rosa, Pedro Joel; Gamito, Pedro; Oliveira, Jorge; Morais, Diogo; Saraiva, Tomaz; Escola de Psicologia e Ciências da Vida
    Snakes are thought as fear-relevant stimuli (biologically prepared to be associated with fear) which can lead to an enhanced attentional capture when compared fear-irrelevant stimuli. Inherent limitations related to the key-press behaviour might be bypassed with the measurement of eye movements, since they are more closely related to attentional processes than reaction times. An eye tracking technique was combined with the flicker paradigm in two studies. A sample of university students was gathered. In both studies, an instruction to detect changes between the pair of scenes was given. Attentional orienting for the changing element in the scene was analyzed, as well the role of fear of snakes as a moderator variable. The results for both studies revealed a significant shorter time to first fixation for snake stimuli when compared to control stimuli. A facilitating effect of fear of snakes was also found for snakes, presenting the highly fear participants a shorter a time to first fixation for snake stimuli when compared to low-feared participants. The results are in line with current research that supports the advantage of snakes to grab attention due their evo-biological significance.
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    Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising
    (Edições Universitárias Lusófonas, 2011) Ferreira, Paulo Jorge Quaresma; Rita, Paulo; Morais, Diogo; Rosa, Pedro Joel; Oliveira, Jorge; Gamito, Pedro; Santos, Nuno; Soares, Fábio; Sottomayor, Catarina; Escola de Psicologia e Ciências da Vida
    The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.
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    Hemispheric asymmetries in recognition memory for negative and neutral words
    (Edições Universitárias Lusófonas, 2011) Oliveira, Jorge; Gamito, Pedro; Perea, Maria; Ladera, Valentina; Morais, Diogo; Rosa, Pedro Joel; Saraiva, Tomaz; Escola de Psicologia e Ciências da Vida
    Federmeier and Benjamin (2005) have suggested that semantic encoding for verbal information in the right hemisphere can be more effective when memory demands are higher. However, other studies (Kanske & Kotz, 2007) also suggest that visual word recognition differ in function of emotional valence. In this context, the present study was designed to evaluate the effects of retention level upon recognition memory processes for negative and neutral words. Sample consisted of 15 right-handed undergraduate portuguese students with normal or corrected to normal vision. Portuguese concrete negative and neutral words were selected in accordance to known linguistic capabilities of the right hemisphere. The participants were submitted to a visual half-field word presentation using a continuous recognition memory paradigm. Eye movements were continuously monitored with a Tobii T60 eye-tracker that showed no significant differences in fixations to negative and neutral words. Reaction times in word recognition suggest an overall advantage of negative words in comparison to the neutral words. Further analysis showed faster responses for negative words than for neutral words when were recognised at longer retention intervals for left-hemisphere encoding. Electrophysiological data through event related potentials revealed larger P2 amplitude over centro-posterior electrode sites for words studied in the left hemifield suggesting a priming effect for right-hemisphere encoding. Overall data suggest different hemispheric memory strategies for the semantic encoding of negative and neutral words.