Word length and landing position effects during reading in children and adults

The present study examined the effects of word length on children’s eye movement behaviour when other variables were carefully controlled. Importantly, the results showed that word length influenced children’s reading times and fixation positions on words. Furthermore, children exhibited stronger word length effects than adults in gaze durations and refixations. Adults and children generally did not differ in initial landing positions, but did differ in refixation behaviour. Overall, the results indicated that while adults and children show similar effects of word length for early measures of eye movement behaviour, differences emerge in later measures.

Antecedents of travellers' electronic word-of-mouth communication

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

Word juncture characteristics in world Englishes: a research report

The subtle juncture cues in older varieties of English such as Received Pronunciation can be difficult for speakers of new English varieties to perceive. This study looks at the perception of word juncture characteristics in three varieties of English (British, Hong Kong and Singapore) among British, Hong Kong and Singaporean listeners in order to widen our understanding of English juncture characteristics in general. We find that, even though reaction time data indicates that listeners perform quickest in the variety they are most familiar with, not only are juncture differences in British English difficult for Hong Kong and Singaporean listeners to perceive, they are also the most difficult for British listeners. Juncture characteristics in Hong Kong English are the easiest to distinguish among the three varieties.

Creating a non-word list to match 226 of the Snodgrass standardised picture set

Creating non-word lists is a necessary but time consuming exercise often needed when conducting behavioural language tasks involving lexical decision-making or non-word reading. The following article describes the process whereby we created a list of 226 non-words matching 226 of the Snodgrass picture set (Snodgrass & Vanderwart, 1980).The non-words were matched for number of syllables, stress pattern, number of phonemes, bigram count and presence and location of the target sound when relevant.

Alternative to the stroop color-word test for illiterate individuals

An alternative to the Stroop Color-Word Test (SCWT), denominated the Colored Numbers Test (CNT), was developed to evaluate the selective attention of illiterate individuals. A total of 30 volunteers with basic education (control group) and 30 illiterate volunteers (experimental group) performed the SCWT and the CNT. Volunteers had to name the color of the rectangles in the CNT neutral condition, and in the critical condition they had to either name the color of the numbers or, when the numbers were black, read the numbers. An interference index (II) was calculated for both tests by subtracting the time taken to complete the task in the neutral condition from the time taken to complete the task in the critical condition. The control group showed an II of 14.9s in the SCWT and of 19.1s in the CNT, and the experimental group, which practically presented no interference in the SCWT (II = 0.2s), showed an II of 18.7s in the CNT. These findings suggest that the CNT can he used to evaluate selective attention. Further work should confirm its validity. Its advantage over the SCWT is that it does not depend on the ability to read words, being then suitable for illiterate individuals.

An investigation into feature construction to assist word sense disambiguation

Identifying the correct sense of a word in context is crucial for many tasks in natural language processing (machine translation is an example). State-of-the art methods for Word Sense Disambiguation (WSD) build models using hand-crafted features that usually capturing shallow linguistic information. Complex background knowledge, such as semantic relationships, are typically either not used, or used in specialised manner, due to the limitations of the feature-based modelling techniques used. On the other hand, empirical results from the use of Inductive Logic Programming (ILP) systems have repeatedly shown that they can use diverse sources of background knowledge when constructing models. In this paper, we investigate whether this ability of ILP systems could be used to improve the predictive accuracy of models for WSD. Specifically, we examine the use of a general-purpose ILP system as a method to construct a set of features using semantic, syntactic and lexical information. This feature-set is then used by a common modelling technique in the field (a support vector machine) to construct a classifier for predicting the sense of a word. In our investigation we examine one-shot and incremental approaches to feature-set construction applied to monolingual and bilingual WSD tasks. The monolingual tasks use 32 verbs and 85 verbs and nouns (in English) from the SENSEVAL-3 and SemEval-2007 benchmarks; while the bilingual WSD task consists of 7 highly ambiguous verbs in translating from English to Portuguese. The results are encouraging: the ILP-assisted models show substantial improvements over those that simply use shallow features. In addition, incremental feature-set construction appears to identify smaller and better sets of features. Taken together, the results suggest that the use of ILP with diverse sources of background knowledge provide a way for making substantial progress in the field of WSD.

Design of associative memories using cellular neural networks

Cellular neural networks (CNNs) have locally connected neurons. This characteristic makes CNNs adequate for hardware implementation and, consequently, for their employment on a variety of applications as real-time image processing and construction of efficient associative memories. Adjustments of CNN parameters is a complex problem involved in the configuration of CNN for associative memories. This paper reviews methods of associative memory design based on CNNs, and provides comparative performance analysis of these approaches.

Cross-situational learning of object-word mapping using Neural Modeling Fields

The issue of how children learn the meaning of words is fundamental to developmental psychology. The recent attempts to develop or evolve efficient communication protocols among interacting robots or Virtual agents have brought that issue to a central place in more applied research fields, such as computational linguistics and neural networks, as well. An attractive approach to learning an object-word mapping is the so-called cross-situational learning. This learning scenario is based on the intuitive notion that a learner can determine the meaning of a word by finding something in common across all observed uses of that word. Here we show how the deterministic Neural Modeling Fields (NMF) categorization mechanism can be used by the learner as an efficient algorithm to infer the correct object-word mapping. To achieve that we first reduce the original on-line learning problem to a batch learning problem where the inputs to the NMF mechanism are all possible object-word associations that Could be inferred from the cross-situational learning scenario. Since many of those associations are incorrect, they are considered as clutter or noise and discarded automatically by a clutter detector model included in our NMF implementation. With these two key ingredients - batch learning and clutter detection - the NMF mechanism was capable to infer perfectly the correct object-word mapping. (C) 2009 Elsevier Ltd. All rights reserved.

What affects recognition most – wrong wordstress or wrong word accent?

In an attempt to find out which of the two Swedish prosodic contrasts of 1) wordstress pattern and 2) tonal word accent category has the greatest communicative weight, a lexical decision experiment was conducted: in one part word stress pattern was changed from trochaic to iambic, and in the other part trochaic accentII words were changed to accent I.Native Swedish listeners were asked to decide whether the distorted words werereal words or ‘non-words’. A clear tendency is that listeners preferred to give more‘non-word’ responses when the stress pattern was shifted, compared to when wordaccent category was shifted. This could have implications for priority of phonological features when teaching Swedish as a second language.

Football supporters an the negative word of mouth of their rival team's brand

This article has the objective of identifying whether the loyalty for the team has a negative effect on the word of mouth of the rival team’s brand. It has been developed a model based on the works of Fagundes (2013) and Santana and Akel Sobrinho (2010), through the use of Structural Equation Modeling - SEM, which presents three constructions: the identification with the team, the loyalty to the team and the negative word of mouth of the rival’s brand. 528 students from two college were interviewed and it has been identified that the emotional involvement of the supporter with his team reflects on the identification of a supporter by his team (KWON e ARMSTRONG, 2004; KAYNAK, 2008; JORDAN et al., 2014), it is thus formed a loyalty for the team (FUNK and JAMES, 2006). It influences other people in their personal relationships through the negative word of mouth communication.

O mobralense e o domínio do léxico

Na presente pesquisa de campo, abordou-se, primeir~ mente, o estudo da comunicação entre os homens por códigos verbais, as relações entre a linguagem e o pensamento e a visão do mundo percebida pelo individuo ou pela comunidade através do uso da lin guagem. A seguir examinou-se o sistema escola, comprometido com a transmissão de uma determinada cosmovisão, caracteristica de uma nacionalidade dada, e/ou com a manutenção de valores e modos de vi da que identificam uma certa comunidade. As considerações feitas justificam a importância dada à alfabetização e aos programas de alfabetização em massa nos paises em desenvolvimento, c omo o Brasil. Levando-se em conta estas colocações, planejou-se investigar o vocabulário corrente de trinta e sete alunos do MOBRAL, em Nova Friburgo, relacionando-o com os indices sociais dos informantes (procedência, anos de vida na área geográfica considerada, idade, sexo e profissão), com as variáres temáticas (alimentação, saúde/ doença, profissão/afazeres, expectativas de vida, lembranças de vi da, lazer/diversões), escolhidas após sondagem prévia das condições de vida e dos interesses dos informantes, e com as variáveis lingüisticas, ou seja, as classes de palavras. Neste estudo explQ ratório, propôs-se ainda verificar em que medida o material escri to dos livros de leitura continuada do MOBRAL e dos jornais clas se A (Jornal do Brasil) e C (O Dia e Oltima Hora) se relacionam com o vocabulário utilizado pelos alunos do MOBRAL, em Nova Fribur go. Visando ao levantamento do vocabulário dos entrevistados,foram gravadas cinqüenta falas de acordo com a metodologia utilizada em trabalhos de natureza sociolingüistica . Os dados obtidos neste "corpus" gravado foram anali sados quantitativamente, aplicando-se um programa computacional cQ nhecido como SPSS. O estudo das rel ações entre as variáveis(classi ficação morfológica, tema, idade, sexo, profissão) conduziu à for mação de tabelas de contingência multivariada . A análise dos resultados ofereceu algumas conclusões como o uso constante de substantivos e verbos nas elocuções . Embora se tenha introduzido a técnica de captar as palavras disponíveis durante as entrevistas, não foi alterado o número de substan I tivos nesta pesquisa, porque os informantes não indicaram o nome das coisas isoladamente, fizeram-no por enunciados completos. Ba seando-se neste resultado, propuseram-se algumas sugestões de in teresse pedagógico para utilização do MOBRAL: a primeira -- nao en fatizar os nomes (processo estático da língua) em detrimento dos verkos (processo dinâmico); a segunda -- o uso de frases nas estra tégias de alfabetização. No exame das relações entre as variáveis, a grande variação detectada deveu-se ao tema. Quando se investigou a variedade dos vocábulos usa dos pelos entrevistados em Nova Friburgo, observou-se que das 11.337 ocorrências de substantivos, encontraram-se 2.222 substanti vos diferentes e 1.590 vocábulos; das 17.604 ocorrências de verbos, encontraram-se 2.365 verbos diferentes e 588 vocábulos; das 1.980 ocorrências de adjetivo~, encontraram-se 660 adjetivos diferentes e 488 vocábulos. Concluiu-se que o vocabulário deste grupo pode ser diferente dos de outras áreas, dos de outras cfu~adas sociais inse ridas em outros contextos, mas não é limitado, nem re stri to.Expre~ sa a visão e a expectativa do mundo que os cerca. Outra recomendação ao MOBRAL: a escolha das palavras a ensinar seria colhida nas diversas comunidades, onde funcionam as classes de alfabetização e a motivação para sua seleção deveria estar ligada às necessidades cotidianas dos adultos com a palavra geradora integrada em frases.

Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns

A era digital viu a ascensão da empresa focada no consumidor. Todos os dias, marcas e produtos são objeto de milhões de conversas em que os consumidores trocam pontos de vista, opiniões e informações antes de tomar a decisão de compra. Os profissionais de marketing entenderam a importância do boca a boca como um novo canal de comunicação estratégica e começaram a ancorar técnicas de boca a boca à estratégia de marketing global. A propaganda tornou-se um negócio de conversa: o novo desafio do marketing é criar um conteúdo envolvente e compartilhável que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competição dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma análise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as variáveis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugestões para as práticas de marketing viral.