Investigating tiredness and ad complexity effects on visual processing of advertisements:an eye-tracking study

Although advertising is pervasive in our daily, it proves to be not necessarily efficient all the times due to bad conditions or bad contexts of reception. Indeed, the communication process might be jeopardized at its very last stage because of advertising exposure quality. However critical it may be, ad exposure quality is not very much examined by researchers or practitioners. In this paper, we investigate how tiredness combined with ad complexity might influence the way consumers extract and process ad elements. Investigating tiredness is useful because it is a common daily state experienced by everyone at various moments of the day. And although it might drastically alter ad reception, it has not been studied in advertising for the moment. In this regards, we observe eye movement patterns of consumers viewing simple or complex advertisements being tired or not. We surprisingly find that tired subjects viewing complex ads don’t adopt a lessening effort visual strategy. They rather use a resource demanding one. We assume that the Sustained Attention strategy occurring is a kind of adaptive strategy allowing to deal with an anticipated lack of resource.

Comparing the content of instruments assessing environmental factors using the International Classification of Functioning, Disability and Health

Purpose: To describe and compare the content of instruments that assess environmental factors using the International Classification of Functioning, Disability and Health (ICF). Methods: A systematic search of PubMed, CINAHL and PEDro databases was conducted using a pre-determined search strategy. The identified instruments were screened independently by two investigators, and meaningful concepts were linked to the most precise ICF category according to published linking rules. Results: Six instruments were included, containing 526 meaningful concepts. Instruments had between 20% and 98% of items linked to categories in Chapter 1. The highest percentage of items from one instrument linked to categories in Chapters 2–5 varied between 9% and 50%. The presence or absence of environmental factors in a specific context is assessed in 3 instruments, while the other 3 assess the intensity of the impact of environmental factors. Discussion: Instruments differ in their content, type of assessment, and have several items linked to the same ICF category. Most instruments primarily assess products and technology (Chapter 1), highlighting the need to deepen the discussion on the theory that supports the measurement of environmental factors. This discussion should be thorough and lead to the development of methodologies and new tools that capture the underlying concepts of the ICF.

Emotional attention as a modulatory system of perception

Report for the scientific sojourn carried out at the University Medical Center, Swiss, from 2010 to 2012. Abundant evidence suggests that negative emotional stimuli are prioritized in the perceptual systems, eliciting enhanced neural responses in early sensory regions as compared with neutral information. This facilitated detection is generally paralleled by larger neural responses in early sensory areas, relative to the processing of neutral information. In this sense, the amygdala and other limbic regions, such as the orbitofrontal cortex, may play a critical role by sending modulatory projections onto the sensory cortices via direct or indirect feedback.The present project aimed at investigating two important issues regarding these mechanisms of emotional attention, by means of functional magnetic resonance imaging. In Study I, we examined the modulatory effects of visual emotion signals on the processing of task-irrelevant visual, auditory, and somatosensory input, that is, the intramodal and crossmodal effects of emotional attention. We observed that brain responses to auditory and tactile stimulation were enhanced during the processing of visual emotional stimuli, as compared to neutral, in bilateral primary auditory and somatosensory cortices, respectively. However, brain responses to visual task-irrelevant stimulation were diminished in left primary and secondary visual cortices in the same conditions. The results also suggested the existence of a multimodal network associated with emotional attention, presumably involving mediofrontal, temporal and orbitofrontal regions Finally, Study II examined the different brain responses along the low-level visual pathways and limbic regions, as a function of the number of retinal spikes during visual emotional processing. The experiment used stimuli resulting from an algorithm that simulates how the visual system perceives a visual input after a given number of retinal spikes. The results validated the visual model in human subjects and suggested differential emotional responses in the amygdala and visual regions as a function of spike-levels. A list of publications resulting from work in the host laboratory is included in the report.

Emotional attention as a modulatory system of perception

Report for the scientific sojourn carried out at the University Medical Center, Swiss, from 2010 to 2012. Abundant evidence suggests that negative emotional stimuli are prioritized in the perceptual systems, eliciting enhanced neural responses in early sensory regions as compared with neutral information. This facilitated detection is generally paralleled by larger neural responses in early sensory areas, relative to the processing of neutral information. In this sense, the amygdala and other limbic regions, such as the orbitofrontal cortex, may play a critical role by sending modulatory projections onto the sensory cortices via direct or indirect feedback.The present project aimed at investigating two important issues regarding these mechanisms of emotional attention, by means of functional magnetic resonance imaging. In Study I, we examined the modulatory effects of visual emotion signals on the processing of task-irrelevant visual, auditory, and somatosensory input, that is, the intramodal and crossmodal effects of emotional attention. We observed that brain responses to auditory and tactile stimulation were enhanced during the processing of visual emotional stimuli, as compared to neutral, in bilateral primary auditory and somatosensory cortices, respectively. However, brain responses to visual task-irrelevant stimulation were diminished in left primary and secondary visual cortices in the same conditions. The results also suggested the existence of a multimodal network associated with emotional attention, presumably involving mediofrontal, temporal and orbitofrontal regions Finally, Study II examined the different brain responses along the low-level visual pathways and limbic regions, as a function of the number of retinal spikes during visual emotional processing. The experiment used stimuli resulting from an algorithm that simulates how the visual system perceives a visual input after a given number of retinal spikes. The results validated the visual model in human subjects and suggested differential emotional responses in the amygdala and visual regions as a function of spike-levels. A list of publications resulting from work in the host laboratory is included in the report.

EEG alpha activity reflects motor preparation rather than the mode of action selection

Alpha-band activity (8-13 Hz) is not only suppressed by sensory stimulation and movements, but also modulated by attention, working memory and mental tasks, and could be sensitive to higher motor control functions. The aim of the present study was to examine alpha oscillatory activity during the preparation of simple left or right finger movements, contrasting the external and internal mode of action selection. Three preparation conditions were examined using a precueing paradigm with S1 as the preparatory and S2 as the imperative cue: Full, laterality instructed by S1; Free, laterality freely selected and None, laterality instructed by S2. Time-frequency (TF) analysis was performed in the alpha frequency range during the S1-S2 interval, and alpha motor-related amplitude asymmetries (MRAA) were also calculated. The significant MRAA during the Full and Free conditions indicated effective external and internal motor response preparation. In the absence of specific motor preparation (None), a posterior alpha event-related desynchronization (ERD) dominated, reflecting the main engagement of attentional resources. In Full and Free motor preparation, posterior alpha ERD was accompanied by a midparietal alpha event-related synchronization (ERS), suggesting a concomitant inhibition of task-irrelevant visual activity. In both Full and Free motor preparation, analysis of alpha power according to MRAA amplitude revealed two types of functional activation patterns: (1) a motor alpha pattern, with predominantly midparietal alpha ERS and large MRAA corresponding to lateralized motor activation/visual inhibition and (2) an attentional alpha pattern, with dominating right posterior alpha ERD and small MRAA reflecting visuospatial attention. The present results suggest that alpha oscillatory patterns do not resolve the selection mode of action, but rather distinguish separate functional strategies of motor preparation.

Modélisation de l’exposition à la silice cristalline dans le secteur de la construction

L’exposition prolongée par inhalation à des poussières de taille respirable contenant de la silice cristalline est reconnue pour causer des maladies respiratoires dont le cancer du poumon et la silicose. De nombreuses études ont relevé la surexposition des travailleurs de la construction à la silice cristalline, puisque ce composé est présent dans de nombreux matériaux utilisés sur les chantiers. L’évaluation de l’exposition à la silice cristalline dans cette industrie constitue un défi en raison de la multitude de conditions de travail et de la nature éphémère des chantiers. Afin de mieux cerner cette problématique, une banque de données d’exposition professionnelle compilée à partir de la littérature a été réalisée par une équipe de l’Université de Montréal et de l’IRSST, et constitue le point de départ de ce travail. Les données présentes dans la banque ont été divisées en fonction de la stratégie d’échantillonnage, résultant en deux analyses complémentaires ayant pour objectif d’estimer les niveaux d’exposition sur le quart de travail en fonction du titre d’emploi, et selon la nature de la tâche exécutée. La méthode de Monte Carlo a été utilisée pour recréer les échantillons provenant de données rapportées sous forme de paramètres de synthèse. Des modèles Tobit comprenant les variables de titre d’emploi, tâche exécutée, durée, année et stratégie d’échantillonnage, type de projet, secteur d’activité, environnement et moyens de maîtrise ont été développés et interprétés par inférence multimodèle. L’analyse basée sur le quart de travail a été réalisée à partir de 1346 données d’exposition couvrant 11 catégories de titre d’emploi. Le modèle contenant toutes les variables a expliqué 22% de la variabilité des mesures et la durée, l’année et la stratégie d’échantillonnage étaient d’importants prédicteurs de l’exposition. Les chantiers de génie civil et les projets de nouvelle construction étaient associés à des expositions plus faibles, alors que l’utilisation de moyens de maîtrise diminuait les concentrations de 18% à l’extérieur et de 24% à l’intérieur. Les moyennes géométriques les plus élevées prédites pour l’année 1999 sur 8 heures étaient retrouvées chez les foreurs (0.214 mg/m3), les travailleurs souterrains (0.191 mg/m3), les couvreurs (0.146 mg/m3) et les cimentiers-applicateurs (0.125 mg/m3). 1566 mesures réparties en 27 catégories de tâches étaient contenues dans la seconde analyse. Le modèle contenant toutes les variables a expliqué 59% des niveaux d’exposition, et l’ensemble des variables contextuelles étaient fortement prédictives. Les moyennes géométriques prédites pour l’année 1998 et selon la durée médiane par tâche dans la banque de données étaient plus élevées lors du bouchardage du béton (1.446 mg/m3), du cassage de pièces de maçonnerie avec autres outils (0.354 mg/m3), du décapage au jet de sable (0.349 mg/m3) et du meulage de joints de brique (0.200 mg/m3). Une diminution importante des concentrations a été observée avec les systèmes d’arrosage (-80%) et d’aspiration des poussières (-64%) intégrés aux outils. L’analyse en fonction des titres d’emploi a montré une surexposition généralisée à la valeur guide de l’ACGIH et à la norme québécoise, indiquant un risque à long terme de maladies professionnelles chez ces travailleurs. Les résultats obtenus pour l’évaluation en fonction de la tâche exécutée montrent que cette stratégie permet une meilleure caractérisation des facteurs associés à l’exposition et ainsi de mieux cibler les priorités d’intervention pour contrôler les niveaux d’exposition à la silice cristalline sur les chantiers de construction durant un quart de travail.

Identificação, caracterização e teste de toxicidade contra nematóides de novos genes cry de Bacillus thuringiensis

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Avaliação de desempenho de respostas motoras combinadas à digitação em diferentes teclados utilizados em dispositivos móveis

Pós-graduação em Desenvolvimento Humano e Tecnologias - IBRC

Reaching to a target in the 3-D space

Reaching and grasping an object is an action that can be performed in light, under visual guidance, as well as in darkness, under proprioceptive control only. Area V6A is a visuomotor area involved in the control of reaching movements. V6A, besides neurons activated by the execution of reaching movements, shows passive somatosensory and visual responses. This suggests fro V6A a multimodal capability of integrating sensory and motor-related information, We wanted to know whether this integration occurrs in reaching movements and in the present study we tested whether the visual feedback influenced the reaching activity of V6A neurons. In order to better address this question, we wanted to interpret the neural data in the light of the kinematic of reaching performance. We used an experimental paradigm that could examine V6A responses in two different visual backgrounds, light and dark. In these conditions, the monkey performed an istructed-delay reaching task moving the hand towards different target positions located in the peripersonal space. During the execution of reaching task, the visual feedback is processed in a variety of patterns of modulation, sometimes not expected. In fact, having already demonstrated in V6A reach-related discharges in absence of visual feedback, we expected two types of neural modulation: 1) the addition of light in the environment enhanced reach-related discharges recorded in the dark; 2) the light left the neural response unmodified. Unexpectedly, the results show a complex pattern of modulation that argues against a simple additive interaction between visual and motor-related signals.

Musical Expertise and Melodic Structure in Memory for Musical Notation

Two experiments plus a pilot investigated the role of melodic structure on short-term memory for musical notation by musicians and nonmusicians. In the pilot experiment, visually similar melodies that had been rated as either "good" or "bad" were presented briefly, followed by a 15-sec retention interval and then recall. Musicians remembered good melodies better than they remembered bad ones: nonmusicians did not distinguish between them. In the second experiment, good, bad, and random melodies were briefly presented, followed by immediate recall. The advantage of musicians over nonmusicians decreased as the melody type progressed from good to bad to random. In the third experiment, musicians and nonmusicians divided the stimulus melodies into groups. For each melody, the consistency of grouping was correlated with memory performance in the first two experiments. Evidence was found for use of musical groupings by musicians and for use of a simple visual strategy by nonmusicians. The nature of these musical groupings and how they may be learned are considered. The relation of this work to other studies of comprehension of symbolic diagrams is also discussed.

Implizites Gedächtnis: unwillkürlich, entwicklungsresistent und altersunabhängig

Studied explicit memory and implicit memory performance in children, young adults, and old adults. Human Ss: 21 normal male and female Swiss preschool and school-age children (aged 4 yrs 8 mo to 6 yrs 5 mo) (Exp I). 14 normal male and female Swiss university students (Exp I). 21 normal male and female Swiss preschool and school-age children (aged 5 yrs 3 mo to 6 yrs 10 mo) (Exp II). 21 normal male and female Swiss university students (Exp II). 17 normal male and female Swiss old adults (aged 64–85 yrs) (participants in a course for senior citizens) (Exp III). 14 normal male and female Swiss old adults (aged 73–92 yrs) (nursing home residents) (Exp III). Ss participated in a simple learning task involving visual inspection or naming of pictures. Explicit memory was assessed via free recall and recognition of the stimulus material. Implicit memory was assessed with a perceptual identification task. Age differences in memory performance and in the influence of priming effects on memory performances were analyzed.

Non-auditory Influences on the Auditory Periphery

Once thought to be predominantly the domain of cortex, multisensory integration has now been found at numerous sub-cortical locations in the auditory pathway. Prominent ascending and descending connection within the pathway suggest that the system may utilize non-auditory activity to help filter incoming sounds as they first enter the ear. Active mechanisms in the periphery, particularly the outer hair cells (OHCs) of the cochlea and middle ear muscles (MEMs), are capable of modulating the sensitivity of other peripheral mechanisms involved in the transduction of sound into the system. Through indirect mechanical coupling of the OHCs and MEMs to the eardrum, motion of these mechanisms can be recorded as acoustic signals in the ear canal. Here, we utilize this recording technique to describe three different experiments that demonstrate novel multisensory interactions occurring at the level of the eardrum. 1) In the first experiment, measurements in humans and monkeys performing a saccadic eye movement task to visual targets indicate that the eardrum oscillates in conjunction with eye movements. The amplitude and phase of the eardrum movement, which we dub the Oscillatory Saccadic Eardrum Associated Response or OSEAR, depended on the direction and horizontal amplitude of the saccade and occurred in the absence of any externally delivered sounds. 2) For the second experiment, we use an audiovisual cueing task to demonstrate a dynamic change to pressure levels in the ear when a sound is expected versus when one is not. Specifically, we observe a drop in frequency power and variability from 0.1 to 4kHz around the time when the sound is expected to occur in contract to a slight increase in power at both lower and higher frequencies. 3) For the third experiment, we show that seeing a speaker say a syllable that is incongruent with the accompanying audio can alter the response patterns of the auditory periphery, particularly during the most relevant moments in the speech stream. These visually influenced changes may contribute to the altered percept of the speech sound. Collectively, we presume that these findings represent the combined effect of OHCs and MEMs acting in tandem in response to various non-auditory signals in order to manipulate the receptive properties of the auditory system. These influences may have a profound, and previously unrecognized, impact on how the auditory system processes sounds from initial sensory transduction all the way to perception and behavior. Moreover, we demonstrate that the entire auditory system is, fundamentally, a multisensory system.

Allocentric spatial performance higher in early-blind and sighted adults than in retinopathy-of-prematurity adults

The question as to whether people totally blind since infancy process allocentric or ‘external’ spatial information like the sighted has caused considerable debate within the literature. Due to the extreme rarity of the population, researchers have often included individuals with Retinopathy of Prematurity (RoP – over oxygenation at birth) within the sample. However, RoP is inextricably confounded with prematurity per se. Prematurity, without visual disability, has been associated with spatial processing difficulties. In this experiment, blindfolded sighted and two groups of functionally totally blind participants heard text descriptions from a survey (allocentric) or route (egocentric) perspective. One blind group lost their sight due to retinopathy of prematurity (RoP – over oxygenation at birth) and a second group before 24 months of age. The accuracy of participants’ mental representations derived from the text descriptions were assessed via questions and maps. The RoP participants had lower scores than the sighted and early blind, who performed similarly. In other words, it was not visual impairment alone that resulted in impaired allocentric spatial performance in this task, but visual impairment together with RoP. This finding may help explain the contradictions within the existing literature on the role of vision in allocentric spatial processing.

The War at Home

The reform of cities spaces and housing has been a key issue with campaigners on the left for more than a century. These campaigns have found allies in the work of socially committed photographers from Jacob Riis at the turn of the twentieth century to Margaret Morton and Camilo Jose Vergara today. Globally the current phase of neo-liberalism has brought its own issues to the city as ‘regeneration’ strategies dispossess the urban poor in areas that are potentially lucrative to real estate development. In this process known as ‘accumulation by dispossession’ large profits are accumulated in the process of dispossessing people of their land, rights and homes. Central to the theoretical component of this paper, is an interrogation of contemporary ideas on the production and photographic representation of urban space. The research hence questions photography’s ability to make ‘legible’ the key drivers of today’s emergent terrains and to visualize their connections to the networks of power and capital that articulate the current political economy (Sassen 2011:36). One strand here will be the ‘fleshing out’ of the cultural practices behind photographers mediating urban development (Jones 2013: 1.2). Alongside current corporate depictions historical precedents will be discussed. Photographers as far back as Charles Marville in Paris of the 1850’s have documented urban reconstruction (Kennel 2013). Often employed by those undertaking the demolition, these photographic images frequently suppress certain narratives of the unbuilding process. Acting as a propaganda tool they eliminate the impact on the lives of inhabitants or the economic realities driving the valorization of reconstruction schemes (James 2004). Reformist documentary images have also played their part in justifying large-scale urban reconstruction that involved the eventual displacement of existing communities (Rose 1997: Blaikie 2006). Focusing on the gentrification of social housing in Pendleton, Salford (Greater Manchester) the presentation will explore the artists’ own work through a critical discussion, photographic images and excerpts from site writing they’ve undertaken in the area since 2004. It asks can an alternative photographic and visual strategy provide a meaningful political counter narrative to combat persuasive corporate discourses on ‘urban revitalization’? The paper will explore strategies and techniques of witnessing and ask whether these types of record can counter neo-liberal visualizations that mediate the material transformation of city areas. Can such representations begin a critical conversation about the nature of urban change and who benefits from these transformations (Wyly 2010)? Can we develop this critical photography into a type of practice that moves beyond generalisations and talks about social relations though an ‘explicit analysis of society’ (Rosler 2004:195).

Once and for all - How people change strategy to ignore irrelevant information in visual tasks

Ignoring irrelevant visual information aids efficient interaction with task environments. We studied how people, after practice, start to ignore the irrelevant aspects of stimuli. For this we focused on how information reduction transfers to rarely practised and novel stimuli. In Experiment 1, we compared competing mathematical models on how people cease to fixate on irrelevant parts of stimuli. Information reduction occurred at the same rate for frequent, infrequent, and novel stimuli. Once acquired with some stimuli, it was applied to all. In Experiment 2, simplification of task processing also occurred in a once-for-all manner when spatial regularities were ruled out so that people could not rely on learning which screen position is irrelevant. Apparently, changes in eye movements were an effect of a once-for-all strategy change rather than a cause of it. Overall, the results suggest that participants incidentally acquired knowledge about regularities in the task material and then decided to voluntarily apply it for efficient task processing. Such decisions should be incorporated into accounts of information reduction and other theories of strategy change in skill acquisition.