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.

Perceção dos alunos e professores de Educação Física, relativamente ao clima motivacional

Os professores durante as aulas, através das suas formas de interação e de comunicação, promovem climas motivacionais que poderão envolver mais uma orientação para a tarefa, onde existe uma preocupação com a aprendizagem, com o progresso e a cooperação com os colegas ou um clima motivacional orientado para o ego, onde os alunos tentam comparar os resultados alcançados, o reconhecimento desigual e superar os pares. Os professores têm um entendimento do clima motivacional proporcionado durante aulas e os alunos têm uma perceção dos climas motivacionais empreendidos pelos professores. O objetivo geral deste estudo foi verificar se a perceção do clima motivacional que os professores têm das suas aulas, será análoga à dos alunos. A amostra foi organizada pelas quatro escolas do ensino básico do 2º e 3º ciclo, com 18 professores e 865 alunos pertencentes ao concelho de Silves. Os resultados apontam que os professores e os alunos têm a mesma orientação para a perceção do clima motivacional. Os professores na perceção para a tarefa apresentam valores superiores à dos alunos e na perceção para o ego os alunos têm valores superiores à dos professores. Existem diferenças significativas nas variáveis escola, ano de escolaridade e género.

Methodology for the Comparative Analysis of Sustainable Evaluation of LUDA

LUDA is a research project of Key Action 4 "City of Tomorrow & Cultural Heritage" of the programme "Energy, Environment and Sustainable Development" within the Fifth Framework Programme of the European Commission