A Tomada de Decisão (Bio)ética: Estudo Preliminar Utilizando o Mobile Eye Tracking

RESUMO A tomada de decisão é uma das dimensões essenciais da formação do profissional da saúde, como mencionado nas atuais Diretrizes Curriculares Nacionais do Curso de Graduação em Medicina. O processo decisório, no âmbito da saúde, envolve diferentes aspectos, incluindo os elementos (bio)éticos. Nesse sentido, pesquisas que investiguem a tomada de decisão em (bio)ética poderão elucidar passos ainda não completamente esclarecidos, permitindo uma construção mais efetiva das competências em (bio)ética, na graduação e na pós-graduação. Diante desta perspectiva, o objetivo deste estudo é explorar possibilidades de uso do Mobile Eye Tracking para o estudo do papel da atenção visual – durante a exibição de filmes de cinema – no processo decisório em (bio)ética.

Evaluating digital marketing content management strategies in an international company.

The purpose of this thesis is to explore a different kind of digital content management model and to propose a process in order to manage properly the content on an organization’s website. This process also defines briefly the roles and responsibilities of the different actors implicated. In order to create this process, the thesis has been divided into two parts. First, the theoretical analysis helps to find the two main different content management models, content management adaptation and content management localization model. Each of these models, have been analyzed through a SWOT model in order to identify their particularities and which of them is the best option according to particular organizational objectives. In the empirical part, this thesis has measured the organizational website performance comparing two main data. On one hand, the international website is analyzed in order to identify the results of the content management standardization. On the other hand, content management adaptation, also called content management localization model, is analyzed by looking through the key measure of the Dutch page from the same organization. The resulted output is a process model for localization as well as recommendations on how to proceed when creating a digital content management strategy. However, more research is recommended to provide more comprehensive managerial solutions.

Exploring the impact of celebrity endorsement and product class involvement on advertising effectiveness: an eye tracking approach

Celebrity endorsement has increased in popularity over the past decades and companies are willing to spend increasingly excessive amounts of money into it. Even though multiple studies support celebrity endorsement, further research on its impact on advertising effectiveness is called for. Fur-ther, the role of consumers’ product class involvement in advertising needs to be further studied. The purpose of this study is to explore if consumers’ product class involvement and exposure to celebrity endorsers affect consumers brand recall. Supported by earlier studies, brand recall was used as a measure for advertising effectiveness in this study. In general, a psychological approach was chosen for building the theoretical framework. Concept of classical conditioning was presented in order to understand why people act how they do. Balanced theory and meaning transfer model were presented in order to study how celebrities can be used effectively in advertising context. Further, the importance of product class involvement in advertising effectiveness was evaluated. Hypotheses were formulated based on a literature review of the existing research. Because of the versatility of the research design, a mixed methods approach for this study was adopted. Empirical part of the study was conducted in three stages. First, a pre-test was conducted in order to choose suitable product endorsers for the advertisement stimuli used in the experiment. Second, an eye-tracking experiment with 30 test subjects was conducted in order to study how people view advertisements and whether the familiarity of the product endorser and consumers’ product class involvement affects brand recall. For the experiment, a fictional brand was created in order to avoid bias on brand recall. Third, qualitative interviews for 15 test subjects were conducted in the post-experiment stage in order to gain deeper understating of the phenomenon and to make sense of the findings from the experiment. Findings from this study support celebrity endorsement by suggesting that a famous spokesperson does not steal attention from brand information more than a non-celebrity product endorser. As a result, the use of a celebrity endorser did not decrease brand recall. Results support earlier research as consumer’ higher product class involvement resulted in a better brand recall. Findings from the interviews suggest that consumers have positive perceptions of celebrity endorsement in general. However, the celebrity–brand congruence is a crucial factor when creating attitudes towards the advertisement. Future research ideas were presented based on the limitations and results of this study

MANG6242 DIGITAL MARKETING COMMUNICATIONS

Tutor message about the module & Module Profile to help inform you about this option module. Please contact Dr Julia Wolny if you have any further questions about the module before selection on J.Wolny@soton.ac.uk

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Resumen tomado de la publicación

Attentional orienting to biologically fear-relevant stimuli: data from eye tracking

Snakes are thought as fear-relevant stimuli (biologically prepared to be associated with fear) which can lead to an enhanced attentional capture when compared fear-irrelevant stimuli. Inherent limitations related to the key-press behaviour might be bypassed with the measurement of eye movements, since they are more closely related to attentional processes than reaction times. An eye tracking technique was combined with the flicker paradigm in two studies. A sample of university students was gathered. In both studies, an instruction to detect changes between the pair of scenes was given. Attentional orienting for the changing element in the scene was analyzed, as well the role of fear of snakes as a moderator variable. The results for both studies revealed a significant shorter time to first fixation for snake stimuli when compared to control stimuli. A facilitating effect of fear of snakes was also found for snakes, presenting the highly fear participants a shorter a time to first fixation for snake stimuli when compared to low-feared participants. The results are in line with current research that supports the advantage of snakes to grab attention due their evo-biological significance.

Using eye-tracking to detect reading difficulties

Taking into account the study of Luegi (2006), where eye movements of 20 Portuguese university students while reading text passages were analyzed, in this article we discuss some methodological issues concerning eye tracking measures to evaluate reading difficulties. Relating syntactic complexity, grammaticality and ambiguity to eye movements, we will discuss the use of many different dependent variables that indicate the immediate and delayed processes in text processing. We propose a new measure that we called Progression-Path which permits analyzing, in the critical region, what happens when the reader proceeds on the sentence instead of going backwards to solve a problem that s/he found (which is the most common expected behavior but not the only one, as is illustrated by some of our examples).

Using eye-tracking to study anaphoric relations processing in European Portuguese

In this study we evaluate processing costs of different types of anaphoric expressions during reading. We consider three types of anaphoric expressions in Subject sentential position: a null pronoun (pro), and two gaps produced by syntactic movement: a WHvariable and a NP copy. Given that coreferential pro exhibits more referential weight than wh- and NP-gaps, and grounded on theories of referential processing based on relations of hierarchy and accessibility of the antecedent, we raise the hypothesis that the more dependent on its antecedent the anaphoric null constituent is, and the more minimal is the distance in terms of hierarchical structure between the anaphoric null element and its antecedent, the lower are the cognitive costs in processing. To test our hypothesis, we registered the eye movements with R6-HS ASL system of 20 Portuguese adult native speakers. Text regions including the selected anaphoric expressions were delimited and tagged. We analyzed the reading time of each region taking into account the number and duration of eye fixations per region; we used the reading time by character in milliseconds in order to compare values between regions of different length. We found a significant advantage in the reading time of the gaps arising from movement over the reading time of pro.

User interface standards for expert systems: are they appropriate?

In recent years there has been a growing debate over whether or not standards should be produced for user system interfaces. Those in favor of standardization argue that standards in this area will result in more usable systems, while those against argue that standardization is neither practical nor desirable. The present paper reviews both sides of this debate in relation to expert systems. It argues that in many areas guidelines are more appropriate than standards for user interface design.

Eye-tracking for avatar eye-gaze and interactional analysis in immersive collaborative virtual environments

Participants' eye-gaze is generally not captured or represented in immersive collaborative virtual environment (ICVE) systems. We present EyeCVE. which uses mobile eye-trackers to drive the gaze of each participant's virtual avatar, thus supporting remote mutual eye-contact and awareness of others' gaze in a perceptually unfragmented shared virtual workspace. We detail trials in which participants took part in three-way conferences between remote CAVE (TM) systems linked via EyeCVE. Eye-tracking data was recorded and used to evaluate interaction, confirming; the system's support for the use of gaze as a communicational and management resource in multiparty conversational scenarios. We point toward subsequent investigation of eye-tracking in ICVEs for enhanced remote social-interaction and analysis.

Feasibility of using eye tracking to increase resolution for visual telepresence

Visual telepresence seeks to extend existing teleoperative capability by supplying the operator with a 3D interactive view of the remote environment. This is achieved through the use of a stereo camera platform which, through appropriate 3D display devices, provides a distinct image to each eye of the operator, and which is slaved directly from the operator's head and eye movements. However, the resolution within current head mounted displays remains poor, thereby reducing the operator's visual acuity. This paper reports on the feasibility of incorporation of eye tracking to increase resolution and investigates the stability and control issues for such a system. Continuous domain and discrete simulations are presented which indicates that eye tracking provides a stable feedback loop for tracking applications, though some empirical testing (currently being initiated) of such a system will be required to overcome indicated stability problems associated with micro saccades of the human operator.