Effect of fatigue on consumers' advertising processing

Huge advertising budgets are invested by firms to reach and convince potential consumers to buy their products. To optimize these investments, it is fundamental not only to ensure that appropriate consumers will be reached, but also that they will be in appropriate reception conditions. Marketing research has focused on the way consumers react to advertising, as well as on some individual and contextual factors that could mediate or moderate the ad impact on consumers (e.g. motivation and ability to process information or attitudes toward advertising). Nevertheless, a factor that potentially influences consumers’ advertising reactions has not yet been studied in marketing research: fatigue. Fatigue can yet impact key variables of advertising processing, such as cognitive resources availability (Lieury 2004). Fatigue is felt when the body warns to stop an activity (or inactivity) to have some rest, allowing the individual to compensate for fatigue effects. Dittner et al. (2004) defines it as “the state of weariness following a period of exertion, mental or physical, characterized by a decreased capacity for work and reduced efficiency to respond to stimuli.’’ It signals that resources will lack if we continue with the ongoing activity. According to Schmidtke (1969), fatigue leads to troubles in information reception, in perception, in coordination, in attention getting, in concentration and in thinking. In addition, for Markle (1984) fatigue generates a decrease in memory, and in communication ability, whereas it increases time reaction, and number of errors. Thus, fatigue may have large effects on advertising processing. We suggest that fatigue determines the level of available resources. Some research about consumer responses to advertising claim that complexity is a fundamental element to take into consideration. Complexity determines the cognitive efforts the consumer must provide to understand the message (Putrevu et al. 2004). Thus, we suggest that complexity determines the level of required resources. To study this complex question about need and provision of cognitive resources, we draw upon Resource Matching Theory. Anand and Sternthal (1989, 1990) are the first to state the Resource Matching principle, saying that an ad is most persuasive when the resources required to process it match the resources the viewer is willing and able to provide. They show that when the required resources exceed those available, the message is not entirely processed by the consumer. And when there are too many available resources comparing to those required, the viewer elaborates critical or unrelated thoughts. According to the Resource Matching theory, the level of resource demanded by an ad can be high or low, and is mostly determined by the ad’s layout (Peracchio and Myers-Levy, 1997). We manipulate the level of required resources using three levels of ad complexity (low – high – extremely high). On the other side, the resource availability of an ad viewer is determined by lots of contextual and individual variables. We manipulate the level of available resources using two levels of fatigue (low – high). Tired viewers want to limit the processing effort to minimal resource requirements by making heuristics, forming overall impression at first glance. It will be easier for them to decode the message when ads are very simple. On the contrary, the most effective ads for viewers who are not tired are complex enough to draw their attention and fully use their resources. They will use more analytical strategies, looking at the details of the ad. However, if ads are too complex, they will be too difficult to understand. The viewer will be discouraged to process information and will overlook the ad. The objective of our research is to study fatigue as a moderating variable of advertising information processing. We run two experimental studies to assess the effect of fatigue on visual strategies, comprehension, persuasion and memorization. In study 1, thirty-five undergraduate students enrolled in a marketing research course participated in the experiment. The experimental design is 2 (tiredness level: between subjects) x 3 (ad complexity level: within subjects). Participants were randomly assigned a schedule time (morning: 8-10 am or evening: 10-12 pm) to perform the experiment. We chose to test subjects at various moments of the day to obtain maximum variance in their fatigue level. We use Morningness / Eveningness tendency of participants (Horne & Ostberg, 1976) as a control variable. We assess fatigue level using subjective measures - questionnaire with fatigue scales - and objective measures - reaction time and number of errors. Regarding complexity levels, we have designed our own ads in order to keep aspects other than complexity equal. We ran a pretest using the Resource Demands scale (Keller and Bloch 1997) and by rating them on complexity like Morrison and Dainoff (1972) to check for our complexity manipulation. We found three significantly different levels. After having completed the fatigue scales, participants are asked to view the ads on a screen, while their eye movements are recorded by the eye-tracker. Eye-tracking allows us to find out patterns of visual attention (Pieters and Warlop 1999). We are then able to infer specific respondents’ visual strategies according to their level of fatigue. Comprehension is assessed with a comprehension test. We collect measures of attitude change for persuasion and measures of recall and recognition at various points of time for memorization. Once the effect of fatigue will be determined across the student population, it is interesting to account for individual differences in fatigue severity and perception. Therefore, we run study 2, which is similar to the previous one except for the design: time of day is now within-subjects and complexity becomes between-subjects

The vision strategy of golf putting

Golfers, coaches and researchers alike, have all keyed in on golf putting as an important aspect of overall golf performance. Of the three principle putting tasks (green reading, alignment and the putting action phase), the putting action phase has attracted the most attention from coaches, players and researchers alike. This phase includes the alignment of the club with the ball, the swing, and ball contact. A significant amount of research in this area has focused on measuring golfer’s vision strategies with eye tracking equipment. Unfortunately this research suffers from a number of shortcomings, which limit its usefulness. The purpose of this thesis was to address some of these shortcomings. The primary objective of this thesis was to re-evaluate golfer’s putting vision strategies using binocular eye tracking equipment and to define a new, optimal putting vision strategy which was associated with both higher skill and success. In order to facilitate this research, bespoke computer software was developed and validated, and new gaze behaviour criteria were defined. Additionally, the effects of training (habitual) and competition conditions on the putting vision strategy were examined, as was the effect of ocular dominance. Finally, methods for improving golfer’s binocular vision strategies are discussed, and a clinical plan for the optometric management of the golfer’s vision is presented. The clinical management plan includes the correction of fundamental aspects of golfers’ vision, including monocular refractive errors and binocular vision defects, as well as enhancement of their putting vision strategy, with the overall aim of improving performance on the golf course. This research has been undertaken in order to gain a better understanding of the human visual system and how it relates to the sport performance of golfers specifically. Ultimately, the analysis techniques and methods developed are applicable to the assessment of visual performance in all sports.

Center of shelf attention:understanding the role of visual attention on product choice

Two eye-tracking studies and an offline experiment explored the effect of central shelf location on attention and choice. Investigation of the attention process revealed that the central gaze cascade effect, progressively increasing attention focused on the central option predicted choice.

Signal processing of physiological signals for automated assessment of stress in computer users

The need to provide computers with the ability to distinguish the affective state of their users is a major requirement for the practical implementation of affective computing concepts. This dissertation proposes the application of signal processing methods on physiological signals to extract from them features that can be processed by learning pattern recognition systems to provide cues about a person's affective state. In particular, combining physiological information sensed from a user's left hand in a non-invasive way with the pupil diameter information from an eye-tracking system may provide a computer with an awareness of its user's affective responses in the course of human-computer interactions. In this study an integrated hardware-software setup was developed to achieve automatic assessment of the affective status of a computer user. A computer-based "Paced Stroop Test" was designed as a stimulus to elicit emotional stress in the subject during the experiment. Four signals: the Galvanic Skin Response (GSR), the Blood Volume Pulse (BVP), the Skin Temperature (ST) and the Pupil Diameter (PD), were monitored and analyzed to differentiate affective states in the user. Several signal processing techniques were applied on the collected signals to extract their most relevant features. These features were analyzed with learning classification systems, to accomplish the affective state identification. Three learning algorithms: Naïve Bayes, Decision Tree and Support Vector Machine were applied to this identification process and their levels of classification accuracy were compared. The results achieved indicate that the physiological signals monitored do, in fact, have a strong correlation with the changes in the emotional states of the experimental subjects. These results also revealed that the inclusion of pupil diameter information significantly improved the performance of the emotion recognition system. ^

Distribution of light in the human retina under natural viewing conditions

Age-related macular degeneration (AMD) is the leading cause of blindness inAmerica. The fact that AMD wreaks most of the damage in the center of the retina raises the question of whether light, integrated over long periods, is more concentrated in the macula. A method, based on eye-tracking, was developed to measure the distribution of light in the retina under natural viewing conditions. The hypothesis was that integrated over time, retinal illumination peaked in the macula. Additionally a possible relationship between age and retinal illumination was investigated. The eye tracker superimposed the subject's gaze position on a video recorded by a scene camera. Five informed subjects were employed in feasibility tests, and 58 naïve subjects participated in 5 phases. In phase 1 the subjects viewed a gray-scale image. In phase 2, they observed a sequence of photographic images. In phase 3 they viewed a video. In phase 4, they worked on a computer; in phase 5, the subjects walked around freely. The informed subjects were instructed to gaze at bright objects in the field of view and then at dark objects. Naïve subjects were allowed to gaze freely for all phases. Using the subject's gaze coordinates, and the video provided by the scene camera, the cumulative light distribution on the retina was calculated for ∼15° around the fovea. As expected for control subjects, cumulative retinal light distributions peaked and dipped in the fovea when they gazed at bright or dark objects respectively. The light distribution maps obtained from the naïve subjects presented a tendency to peak in the macula for phases 1, 2, and 3, a consistent tendency in phase 4 and a variable tendency in phase 5. The feasibility of using an eye-tracker system to measure the distribution of light in the retina was demonstrated, thus helping to understand the role played by light exposure in the etiology of AMD. Results showed that a tendency for light to peak in the macula is a characteristic of some individuals and of certain tasks. In these situations, risk of AMD could be increased. No significant difference was observed based on age.

Eyetracking: analisi della user interface di una pagina web

Negli ultimi vent'anni con lo sviluppo di Internet, il modo di comunicare tra le persone �è totalmente cambiato. Grazie a Internet si sono ridotte le distanze e soprattutto tramite i siti web le aziende hanno una propria vetrina sul mondo sempre accessibile. Tutto ci�ò ha portato a nuovi comportamenti da parte dei consumatori che divengono sempre pi�u esigenti nella vastità di informazioni presenti sul Web. Perciò è necessario che le web companies riescano a produrre website efficienti e usabili per favorire l'interazione con l'utente. Inoltre il web ha avuto una rapida espansione per quanto concerne le metodologie di sviluppo e analisi del comportamento del consumatore. Si cercano sempre nuovi spunti per poter acquisire quello che �è il percorso di un utente affinché porti a termine una determinata azione nel proprio dominio. Per questo motivo, oltre agli strumenti gi�à consolidati come il riempimento di questionari o il tracking per mezzo di piattaforme come Google Analytics, si �è pensato di andare oltre e cercare di analizzare ancora pi�u a fondo il "consumAttore". Grazie ad un eye-tracker �è possibile riconoscere quelli che sono i modelli cognitivi che riguardano il percorso di ricerca, valutazione e acquisto di un prodotto o una call to action, e come i contenuti di una web application influenzano l'attenzione e la user experience. Pertanto l'obiettivo che si pone questo studio �è quello di poter misurare l'engagement della navigazione utente di una web application e, nel caso fosse necessario, ottimizzare i contenuti al suo interno. Per il rilevamento delle informazioni necessarie durante l'esperimento, mi sono servito di uno strumento a supporto delle decisioni, ovvero un eye-tracker e della successiva somministrazione di questionari.

Young toddlers' word comprehension is flexible and efficient.

Much of what is known about word recognition in toddlers comes from eyetracking studies. Here we show that the speed and facility with which children recognize words, as revealed in such studies, cannot be attributed to a task-specific, closed-set strategy; rather, children's gaze to referents of spoken nouns reflects successful search of the lexicon. Toddlers' spoken word comprehension was examined in the context of pictures that had two possible names (such as a cup of juice which could be called "cup" or "juice") and pictures that had only one likely name for toddlers (such as "apple"), using a visual world eye-tracking task and a picture-labeling task (n = 77, mean age, 21 months). Toddlers were just as fast and accurate in fixating named pictures with two likely names as pictures with one. If toddlers do name pictures to themselves, the name provides no apparent benefit in word recognition, because there is no cost to understanding an alternative lexical construal of the picture. In toddlers, as in adults, spoken words rapidly evoke their referents.

Item and task difficulty in a B2 reading examination: perceptions of test-takers and CEFR alignment experts compared with psychometric measurements

The article presents a study of a CEFR B2-level reading subtest that is part of the Slovenian national secondary school leaving examination in English as a foreign language, and compares the test-taker actual performance (objective difficulty) with the test-taker and expert perceptions of item difficulty (subjective difficulty). The study also analyses the test-takers’ comments on item difficulty obtained from a while-reading questionnaire. The results are discussed in the framework of the existing research in the fields of (the assessment of) reading comprehension, and are addressed with regard to their implications for item-writing, FL teaching and curriculum development.

Answering questions after initial study guides attention during restudy

Though the testing-effect can be boosted by including a restudy phase after answering test questions, we do not know precisely why it does so. One possible explanation is being tested here. The present study measured attention allocation during initial reading and rereading with a remote eye tracker to gain information on the cognitive processes during restudy, with and without prior testing. The results show that at the final study moment, students in the study-test-condition attended longer to information pertaining to the initial test questions as compared to students in the study-only condition (i.e., who did not take the test). No differences in attention allocation were found for information only questioned on a posttest 1 week later. In addition, it was found that performance on the initial test questions heavily affected which information students restudy; students in the study-test-condition paid namely more attention to the answers of questions they answered incorrectly during the initial test than to the answers of the questions they answered correctly on the initial test

Bilingual Lexical Access in Reading : Analyzing the Effect of Semantic Context on Non-Selective Access in Bilingual Memory

Recent empirical studies about the neurological executive nature of reading in bilinguals differ in their evaluations of the degree of selective manifestation in lexical access as implicated by data from early and late reading measures in the eye-tracking paradigm. Currently two scenarios are plausible: (1) Lexical access in reading is fundamentally language non-selective and top-down effects from semantic context can influence the degree of selectivity in lexical access; (2) Cross-lingual lexical activation is actuated via bottom-up processes without being affected by top-down effects from sentence context. In an attempt to test these hypotheses empirically, this study analyzed reader-text events arising when cognate facilitation and semantic constraint interact in a 22 factorially designed experiment tracking the eye movements of 26 Swedish-English bilinguals reading in their L2. Stimulus conditions consisted of high- and low-constraint sentences embedded with either a cognate or a non-cognate control word. The results showed clear signs of cognate facilitation in both early and late reading measures and in either sentence conditions. This evidence in favour of the non-selective hypothesis indicates that the manifestation of non-selective lexical access in reading is not constrained by top-down effects from semantic context.

Online Alpha Wave detector: an Embedded hardware-software implementation

The recent trend on embedded system development opens a new prospect for applications that in the past were not possible. The eye tracking for sleep and fatigue detection has become an important and useful application in industrial and automotive scenarios since fatigue is one of the most prevalent causes of earth-moving equipment accidents. Typical applications such as cameras, accelerometers and dermal analyzers are present on the market but have some inconvenient. This thesis project has used EEG signal, particularly, alpha waves, to overcome them by using an embedded software-hardware implementation to detect these signals in real time

Quantitative and Qualitative Trade-Off Analysis of Drowsy Driver Detection Methods: Single Electrode Wearable EEG Device, Multi-Electrode Wearable EEG Device, and Head-Mounted Gyroscope

Drowsy driving impairs motorists’ ability to operate vehicles safely, endangering both the drivers and other people on the road. The purpose of the project is to find the most effective wearable device to detect drowsiness. Existing research has demonstrated several options for drowsiness detection, such as electroencephalogram (EEG) brain wave measurement, eye tracking, head motions, and lane deviations. However, there are no detailed trade-off analyses for the cost, accuracy, detection time, and ergonomics of these methods. We chose to use two different EEG headsets: NeuroSky Mindwave Mobile (single-electrode) and Emotiv EPOC (14- electrode). We also tested a camera and gyroscope-accelerometer device. We can successfully determine drowsiness after five minutes of training using both single and multi-electrode EEGs. Devices were evaluated using the following criteria: time needed to achieve accurate reading, accuracy of prediction, rate of false positives vs. false negatives, and ergonomics and portability. This research will help improve detection devices, and reduce the number of future accidents due to drowsy driving.

Desenvolvimento de produtos à base de anchoíta e comportamento do mercado consumidor

Anchoíta (Engraulis anchoita) é uma espécie pelágica encontrada no Sudoeste do Oceano Atlântico. Estima-se que 135000 toneladas/ano desse peixe possam ser exploradas ao longo do litoral sul do Brasil. Entretanto, os recursos pesqueiros do país são ainda inexplorados, o que torna esta matéria prima candidata em potencial para a fabricação de novos produtos a base desse pescado. Com o apoio de programas governamentais sociais, a tendência para o Brasil é para o desenvolvimento de produtos de anchoíta alternativos e que sejam capazes de suprir as necessidades específicas de cada grupo de consumo alvo. Dentro desse cenário, um estudo de novos produtos de pescado frente ao mercado se faz necessário, na tentativa de compreender as variáveis influentes do setor. Para tanto, na presente tese teve objetivou-se desenvolver produtos à base de anchoíta e estudar o comportamento do mercado consumidor frente a esses novos produtos de pescado. Um total de seis artigos foi gerado. O primeiro artigo intitulou-se: “Potencial de inserção de empanados de pescado na merenda escolar mediante determinantes individuais”. Neste objetivou-se detectar os determinantes individuais do consumo de pescado com adolescentes em idade de 12 a 17 anos, visando à inserção de empanados de pescado na merenda escolar. Foi verificado que as variáveis que melhor discriminaram a frequência de consumo foram “gosta de pescado” e “grau de escolaridade dos pais”. Os resultados indicaram um potencial de consumo de empanados de pescado por adolescentes, associado à necessidade de educação alimentar. O segundo artigo “Elaboração de hambúrguer a partir de base proteica de anchoíta (Engraulis anchoita)” no qual se objetivou avaliar o efeito de diferentes combinações de solventes para a obtenção de base proteica de anchoíta visando à elaboração de hambúrguer de pescado. As lavagens com ácido fosfórico e mais dois ciclos de água foram as que apresentaram os melhores valores para a obtenção da base proteica, baseando-se na remoção de nitrogenados e respostas sensoriais. No terceiro artigo “Aceitação de empanados de pescado (Engraulis anchoita) na merenda escolar no extremo sul do Brasil” o objetivo foi avaliar a aceitação de empanados de pescado (Engraulis anchoita) com alunos (n = 830) da rede pública de ensino, em idades entre 5 e 18 anos, de duas cidades do estado do Rio Grande do Sul, Brasil. Os resultados indicaram relação inversa entre a aceitação de empanados de pescado e o aumento da idade das crianças. O quarto artigo estudou “Razões subjacentes ao baixo consumo de pescado pelo consumidor brasileiro.” Neste objetivou-se investigar o comportamento referente ao consumo de pescado de uma população com baixo consumo de pescado (Brasil), aplicando a Teoria do Comportamento Planejado (TCP). Os resultados indicaram que tanto a intenção como a atitude provou serem determinantes significativos na frequência de comer pescado, sendo a atitude inversamente correlacionada com o consumo de pescado. Hábito apareceu como uma importante variável discriminante para o consumo de pescado. O quinto artigo intitula-se “Modelagem de equações estruturais e associação de palavras como ferramentas para melhor compreensão do baixo consumo de pescado”. O objetivo foi desenvolver um modelo e explicar o conjunto das relações entre os construtos do consumo de pescado em uma população com baixo consumo de pescado (Brasil) através da aplicação da TCP e pelo Questionário das Escolhas dos Alimentos. Além disso, a percepção cognitiva de produtos de pescado (Engraulis anchoíta) foi avaliada pela mesma população. Os resultados indicaram um bom ajuste para o modelo proposto e mostraram que os construtos “saúde” e “controle de peso” são bons preditores da intenção. A técnica associação de palavras provou ser um método útil para a análise de percepção de um novo produto de pescado, além de ajudar a explicar os resultados obtidos pelas equações estruturais. O sexto e último artigo “Percepção de saudável em produtos de pescado em uma população com alto consumo de pescado. Uma investigação por eye tracking” em que se objetivou explorar o uso do método eye tracking para estudar a percepção de saudável em diferentes produtos de pescado. Dois pontos importantes podem ser salientados como influentes na percepção de saudável: produtos de pescado processados e alimentos fritos.

Which way is up? Grounded mental representations of space

Processing language is postulated to involve a mental simulation, or re-enactment of perceptual, motor, and introspective states that were acquired experientially (Barsalou, 1999, 2008). One such aspect that is mentally simulated during processing of certain concepts is spatial location. For example, upon processing the word “moon” the prominent spatial location of the concept (e.g. ‘upward’) is mentally simulated. In six eye-tracking experiments, we investigate how mental simulations of spatial location affect processing. We first address a conflict in previous literature whereby processing is shown to be impacted in both a facilitatory and inhibitory way. Two of our experiments showed that mental simulations of spatial association facilitate saccades launched toward compatible locations; however, a third experiment showed an inhibitory effect on saccades launched towards incompatible locations. We investigated these differences with further experiments, which led us to conclude that the nature of the effect (facilitatory or inhibitory) is dependent on the demands of the task and, in fitting with the theory of Grounded Cognition (Barsalou, 2008), that mental simulations impact processing in a dynamic way. Three further experiments explored the nature of verticality – specifically, whether ‘up’ is perceived as away from gravity, or above our head. Using similar eye-tracking methods, and by manipulating the position of participants, we were able to dissociate these two possible standpoints. The results showed that mental simulations of spatial location facilitated saccades to compatible locations, but only when verticality was dissociated from gravity (i.e. ‘up’ was above the participant’s head). We conclude that this is not due to an ‘embodied’ mental simulation, but rather a result of heavily ingrained visuo-motor association between vertical space and eye movements.

Welchen Grad an visueller Aufmerksamkeit widmen Lernende den Abbildungen in Geographieschulbüchern?

Dieser Beitrag widmet sich der Erforschung des Grades visueller Aufmerksamkeit, mit dem Lernende Abbildungen auf Geographieschulbuchseiten betrachten. In einer explorativen Stichprobe wurden die Blickbewegungen von 20 Probanden/Probandinnen (Gymnasium 15-17 Jahre, Studierende 20-24 Jahre) mithilfe von Eye Tracking beim Betrachten verschiedener Geographieschulbuchseiten aufgezeichnet. Ein visueller Fokus auf Text und geringe visuelle Aufmerksamkeit für Fotos wurde festgestellt. Anhand der Eye-Tracking-Aufzeichnungen werden mögliche Herausforderungen im Lernprozess mit Abbildungen im Geographieschulbuch erläutert, die aus der Gestaltung der Abbildungen resultieren könnten. Hierfür werden Erkenntnisse aus pädagogischer Psychologie, Visueller Kommunikation und Schulbuchforschung herangezogen. (DIPF/Orig.)