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EPCV - Revistas Científicas

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http://hdl.handle.net/10437/11287

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Percorrer EPCV - Revistas Científicas por assunto "ATTENTION"

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    Attention and selection behavior on ‘universal search’ result pages
    (Edições Universitárias Lusófonas, 2011) Möller, C.; Schierl , T.
    The ISO norm line 9241 states some criteria for ergonomics of human system interaction. In markets with a huge variety of offers and little possibility of differentiation, providers can gain a decisive competitive advantage by user oriented interfaces. A precondition for this is that relevant information can be obtained for entrepreneurial decisions in this regard. To test how users of universal search result pages use those pages and pay attention to different elements, an eye tracking experiment with a mixed design has been developed. Twenty subjects were confronted with search engine result pages (SERPs) and were instructed to make a decision while conditions “national vs. international city” and “with vs. without miniaturized Google map” were used. Different parameters like fixation count, duration and time to first fixation were computed from the eye tracking raw data and supplemented by click rate data as well as data from questionnaires. Results of this pilot study revealed some remarkable facts like a vampire effect on miniaturized Google maps. Furthermore, Google maps did not shorten the process of decision making, Google ads were not fixated, visual attention on SERPs was influenced by position of the elements on the SERP and by the users’ familiarity with the search target. These results support the theory of Amount of Invested Mental Effort (AIME) and give providers empirical evidence to take users’ expectations into account. Furthermore, the results indicated that the task oriented goal mode of participants was a moderator for the attention spent on ads. Most important, SERPs with images attracted the viewers’ attention much longer than those without images. This unique selling proposition may lead to a distortion of competition on markets.
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    Attention to health cues on product packages
    (Edições Universitárias Lusófonas, 2011) Orquin, Jacob; Scholderer, Joachim
    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
    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
    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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    Visual strategies used during the performance of an obstacle course
    (Edições Universitárias Lusófonas, 2012) Santos, Inês P.; Pereira, Leonor Moniz
    Vision is the sense that provides precise information about one’s position in the environment in relation to objects. The visual system is essential to guide people safely when moving around in the environment. The perception that an individual gets from a particular scene of her/his surroundings is accomplished by eye movements. The current study aims to identify differences in visual strategies between 15 women and 15 men within the age range of 18-24 years, who have been given a task to walk through an obstacle course drawn on the laboratory´s floor. They should start and finish at a predefined location. Twelve pylons were used as obstacles to be avoided during the walking.The participants' eye movements were recorded using the Mobile Eye model 1.35. The Wilcoxon-Mann-Whitney Test was used for the statistical analysis. Significant differences occurred between men and women, in the duration of fixations: the men spend more time observing the finishing area than women (z=-1.929, p=.054); and in the number of fixations: before starting the task, the men fixate more often the middle phase of the obstacle course (z=-2.085, p=.037). Once they commence, the women fixate more the points outside the obstacle course than the men (z=-2.093, p=.036).