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.

Visual efficiency detection index : a new composite measure of visual search

Visual search is an important component of our interaction with our surroundings, allowing us to successfully identify external cues that impact our spatial navigation. Previous research has established fixation duration, fixation count, saccade velocity, and saccade amplitude as important indices of visual search. We examined the Visual Efficiency Detection Index (VEDI) comprising multiple aspects of visual search performance into a single measure of global visual performance. Forty participants, 10 adults ages 22-48, and children ages 6, 8, and 10, completed tests of working memory and visual search in response to stimuli relevant to pedestrian decision making. Results indicated VEDI statistically relates to established indices of visual search in relation to their interpretability for human performance. The VEDI was also sensitive to developmental differences in visual search performance, suggesting insight to its utility in the developmental psychological literature.

Um estudo sobre a relação entre os tipos motivacionais de valores e o desempenho escolar de alunos do IFAM-campus Manaus Zona Leste

O presente estudo investiga os principais tipos motivacionais de valores dos alunos que freqüentam o 1° ano no IFAM – Instituto Federal de Educação, Ciência e Tecnologia do Amazonas - Campus Manaus Zona Leste, e a relação com o desempenho escolar dos alunos. Fundamentou-se em Schwartz (2006) e Tamayo (2007) que apresentam os tipos motivacionais de valores como valores universais e organizacionais. A pesquisa tem um enfoque exploratório-descritivo já que tem o propósito de proporcionar uma visão geral acerca de determinado fato. É considerado o primeiro estágio da pesquisa, onde se conhece o objeto de estudo tal como se apresenta, os seus significados e o contexto onde se insere. A amostra compõe-se de seis turmas das primeiras séries do curso de formação técnico-profissional representadas por setenta e cinco alunos. Os dados foram obtidos através de questionários com variáveis para análise quantitativa, que descrevem as características de uma população. Para a tabulação dos dados estatísticos foi utilizado o software ABD do Windows SPSS e a planilha do EXCEL. Verificou-se que o IFAM – Campus Manaus Zona Leste representa um lugar onde os alunos dos mais longínquos locais do Amazonas e até de alguns estados vizinhos vêm em busca de conhecimentos na área de agropecuária. Na opinião dos pesquisados o espaço físico, o horário integral, as dificuldades financeiras, a distância dos familiares interferem no processo ensino aprendizagem. Da mesma forma afirmam que os tipos motivacionais que caracterizam as suas opções, interferem no desempenho escolar.