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.

The construction of the museological object

"Exhibiting is or should be to work against ignorance, especially against the most refractory of all ignorance: the pre-conceived idea of stereo typed culture. To exhibit is to take a calculated risk of disorientation - in the etymological sense : ( to lose your bearings), disturbs the harmony, the evident , and the consensus, that constitutes the common place ( the banal). Needless to say however it is obvious that an exhibition that deliberately tries to scandalise will create an inverted perversion which results in an obscurantist pseudo-luxury - culture ... between demagogy and provocation, one has to find visual communication's subtle itinerary. Even though an intermediary route is not so stimulating : as Gaston Bachelard said "All the roads lead to Rome, except the roads of compromise."

Biblioteca dual : de biblioteca escolar a biblioteca pública

Este trabalho de investigação assenta num estudo comparativo da realidade das Bibliotecas Escolares e das Bibliotecas Públicas, procurando quer os pontos de contacto, quer as divergências entre ambas. No âmbito da nova filosofia de edificação das bibliotecas construídas pela empresa pública Parque Escolar, EPE, prevê-se a implantação das mesmas junto à entrada das escolas, de forma a servir não só a população escolar, sua principal razão de ser, mas também facilitar a abertura à comunidade. Tendo em conta este duplo papel das bibliotecas, foram analisadas as implicações ao nível da Selecção, do Tratamento e da Difusão da Informação nas mesmas, bem como as políticas de funcionamento e os recursos humanos que a situação exige. O estudo desta nova realidade faz-se a partir da análise dos dois casos concretos de Bibliotecas Escolares duais, em funcionamento efectivo, em Portugal. Complementarmente, são também objecto de análise as directrizes nacionais e internacionais que sustentam o funcionamento das Bibliotecas Escolares e das Bibliotecas Públicas, procedendo-se ainda à investigação da existência deste tipo de realidade a nível internacional, como ponto de partida para comparativamente analisar a situação portuguesa, face à realidade internacional. A identificação de pontos fortes e de pontos fracos a nível nacional e internacional, permite perceber as implicações que esta política organizacional pressupõe, quer para os seus utilizadores, quer para os professores bibliotecários, quer para o eficaz funcionamento destas bibliotecas, que procuram cumprir um duplo papel de Biblioteca Escolar e de Biblioteca Pública.

The construction of the museological object

Exhibiting is or should be to work against ignorance, especially against the most refractory of all ignorance: the pre-conceived idea of stereo typed culture. To exhibit is to take a calculated risk of disorientation - in the etymological sense: (to lose your bearings), disturbs the harmony, the evident , and the consensus, that constitutes the common place (the banal). Needless to say however it is obvious that an exhibition that deliberately tries to scandalise will create an inverted perversion which results in an obscurantist pseudo-luxury - culture ... between demagogy and provocation, one has to find visual communication's subtle itinerary. Even though an intermediary route is not so stimulating: as Gaston Bachelard said "All the roads lead to Rome, except the roads of compromise." It is becoming ever more evident that museums have undergone changes that are noticeable in numerous areas. As well as the traditional functions of collecting, conserving and exhibiting objects. museums have tried to become a means of communication, open and aware of the worries of modern society. In order to do this , it has started to utilise modern technology now available and lead by the hand of "marketing" and modern business management.