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.

Reported Use of Anabolic Steroids and Ergogenic Substances in Gym/Health Club Settings: Associations with Psychosocial and Exercise Behavior Factors

The industry of ergogenic supplements is increasing rapidly (Cole et al., 2003). Supplements may constitute an important aid for some vigourous exercise routines, but they may also be used as a hypothetical mean to achieve increases in muscular mass. This supposed effect of suplements can lead to its use by individuals who have high levels of drive for muscularity, a condition that is known to be associated with muscular dismorphy (or as it has been called recently vigorexia, Pope et al., 1997). Another psychological factor which can influence supplement consumption is exercise dependence, a borderline problem, as most studies present a prevalence of less than 10% in regular exercisers (Palmeira & Matos, 2006). Symptoms like tolerance or continuity could lead to the use of ergogenic aids to maintain the exercise levels. Also of interest for the understanding of the use of suplements are exercise frequency, volume and intensity, which could explain the ratesof consumption on a more physicological level.

Aprendizagem Cooperativa : um contributo para a diferenciação pedagógica inclusiva

A dissertação incidiu na diferenciação pedagógica inclusiva, especificamente, num grupo/turma com diferentes anos de escolaridade, com aprendizagens diferentes, e alunos com Necessidades Educativas Especiais (NEE) de índole comportamental e cognitivo, tendo como objectivo constituir alternativa ao problema. As professoras titulares de turma e de educação especial, em cooperação, planificaram e implementaram este estudo, cujo ponto de partida consistia em promover o desenvolvimento pessoal e social, tendo por base um livro pertencente ao Plano Nacional de Leitura (PNL). Foram desenvolvidas estruturas cooperativas de forma a melhorar comportamentos e aprendizagens em todos os alunos e em especial dos alunos com NEE. Neste processo de observação e reflexão, a experiência foi conceptualizada e analisada com o objectivo de contribuir para a mudança. A análise de dados do trabalho individual e de grupo dos alunos, onde se inferiu uma maior ajuda, autonomia, responsabilidade, envolvimento e interesse, pelas actividades, permitiu-nos verificar que os objectivos foram alcançados na sua maioria O estudo permitiu evidenciar a diminuição de conflitos comportamentais, contribuindo para um clima de entreajuda englobando todos os alunos, onde a partilha de conhecimentos coadjuvou para melhorar as aprendizagens de todos.

O conceito de valor para o consumidor : uma análise sob a óptica da metodologia Laddering

RESUMO: O constructo de customer value é aquele que melhor explica o comportamento do consumidor, uma vez que o seu objectivo é o de entender como os consumidores traduzem os atributos e consequências do uso de um produto em valores pessoais relevantes. A metodologia laddering, que tem como base a teoria das cadeias meios-fim, é um elemento teórico que se considera consistente para estabelecer a relação entre os atributos e os valores do consumidor. Esta dissertação pretende demonstrar a exequibilidade da metodologia laddering em estudos sobre o valor para o consumidor, percebendo quais são as vantagens e limitações do seu uso. É conclusivo que este método, através da construção de cadeias A-C-V, proporciona elementos de estudo que permitem a visualização de hierarquia de valores produzida pelos consumidores, função dos critérios de escolha destes durante e após um processo de compra. A aplicabilidade desta metodologia na perspectiva do valor para o cliente, permite a utilização dos seus resultados num conjunto de áreas específicas do marketing, das quais destacamos a segmentação e análise de mercado, a avaliação do posicionamento de produtos e marcas, a avaliação da publicidade e o desenvolvimento de estratégias de comunicação. ABSTRACT: The customer value construct is the one that best explains the consumer behavior, since its purpose is to understand how consumers translate the attributes and consequences of the use of a product in relevant personal values. The laddering methodology, which is based on the theory of means-end chains, is a theoretical element that is considered consistent for establish the relationship between attributes and consumer values. This thesis attempts to demonstrate the feasibility of the laddering methodology in studies about the value for the consumer, knowing what are the advantages and limitations of its use. It is conclusive that this method, by building chains A-C-V, provides elements of study that allows the visualization of the values hierarchy produced by consumers, according to the criteria of their choice during and after a purchase process. The applicability of this methodology from the perspective of customer value, allows the use of their results in a number of specific areas of marketing, which we emphasize the segmentation and market analysis, evaluation of product and branding positioning, evaluation of advertising and development of communication strategies.