Attention and selection behavior on ‘universal search’ result pages

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.

Working in partnership with the Museum Training Institute providing in service training for museum personnel

The South Eastern Museums Service is one of ten Area Museums Councils in Great Britain. They are partnerships; membership organizations to which the 2 000 + museums belong. They provide advice, support, technical services, information and training for their members. They are the principal channel of government grant-in-aid to local government, university and independent museums. This funding comes from the Department of National Heritage via the Museums & Galleries Commission. At the South Eastern Museums Service I am responsible for the development and delivery of training for 600 museums in our region and the provision of information about museums and of interest to museums. This paper explains how we approach in-service training and the value of the definition of national standards for our work. It will pose some questions: What is training? What is a training need? and describe a new initiative, the development of training materials and their delivery.

Exploração Vocacional, Ajustamento Académico e Personalidade : um estudo com estudantes do ensino superior pós laboral

Este estudo caracteriza os processos de exploração vocacional e de ajustamento académico, e os traços de personalidade de estudantes universitários a frequentar o ISLA Leiria. A amostra inclui 115 estudantes, de ambos os sexos (62,6%) mulheres e (37,4%) homens, com idades compreendidas entre os 18 e 61 anos, a frequentar o 1º Ciclo do Ensino Superior, no ano letivo de 2010/2011. As medidas aplicadas foram o Career Exploration Survey (CES, Stumpf et al., 1983, versão adaptada por Taveira, 1997), o Academic Adjustment Questionnaire (AAQ; Lent et al., 2005; versão adaptada por Lent & Taveira, 2004) e o Inventário de Personalidade Neo - Revisto (NEOPI-R; Costa & Crae, 1992; versão adaptada por Lima, 1997). Os resultados indicam que a exploração vocacional dos alunos está ativada, ao nível das suas crenças, comportamentos, e reações à exploração, e que estes se encontram envolvidos em objetivos de trabalho. Verificou-se que não existem diferenças estatisticamente significativas nos processos de exploração vocacional em função do sexo dos participantes e em função dos anos que frequentam. Em termos de personalidade os resultados apresentam um nível de Neuroticismo moderado, assim como uma Abertura à Experiencia moderada também. A Conscienciosidade, a Extroversão e a Amabilidade revelam níveis mais positivos. Não são verificados níveis significantes de diferença em função do sexo de pertença ou do anos que frequentam. Relativamente ao Ajustamento Académico o dado mais relevante é a fraca autoeficácia para ultrapassar obstáculos. Aqui também não são registadas alterações em função do sexo de pertença ou do ano que frequentam.