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 assunto "ATTENTION"

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    Attention to health cues on product packages
    (Edições Universitárias Lusófonas, 2011) Orquin, Jacob; Scholderer, Joachim; EPCV - School of Psychology and Life Sciences
    The objectives of the study were (a) to examine which information and design elements on dairy product packages operate as cues in consumer evaluations of product healthfulness, and (b) to measure the degree to which consumers voluntarily attend to these elements during product choice. Visual attention was measured by means of eye-tracking. Task (free viewing, product healthfulness evaluation, and purchase likelihood evaluation) and product (five different yoghurt products) were varied in a mixed within-between subjects design. The free viewing condition served as a baseline against which increases or decreases in attention during product healthfulness evaluation and purchase likelihood evaluation were assessed. The analysis revealed that the only element operating as a health cue during product healthfulness evaluation was the nutrition label. The information cues used during purchase likelihood evaluation were the name of the product category and the nutrition label. Taken together, the results suggest that the only information element that consumers consistently utilize as a health cue is the nutrition label and that only a limited amount of attention is devoted to read nutrition labels during purchase likelihood evaluations. The study also revealed that the probability that a consumer will read the nutrition label during the purchase decision process is associated with gender, body mass index and health motivation.
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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; EPCV - School of Psychology and Life Sciences
    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; EPCV - School of Psychology and Life Sciences
    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.