Publications

Kazakhstan has adopted an alphabet reform and is planning to fully transition the Kazakh alphabet from Cyrillic to Latin script by 2031. This places young learners at a significant disadvantage, creating unwanted challenges to early and continuous literacy development and acquisition of the new script. In light of the alphabet transition, there appears a need […]

Attention has been proposed as a replacement for ratings to better measure advertising exposure quality. Attention measurement suppliers, who are key stakeholders in this proposed shift, have primarily used eye tracking to assess how people pay attention to ads. However, other literature-supported physiological measures may be beneficial or superior for measuring attention to advertising (e.g. […]

This research investigates the effectiveness of positive versus negative message framing in charitable messages on sport team Twitter accounts. Employing facial expression and eye-tracking analysis, the study aims to: 1) assess the influence of the emotional appeals on prosocial behaviors, 2) identify their actual viewing behaviors on the charitable messages, and 3) explore the role […]

A deep understanding of the cognitive and emotional mechanisms underlying the perception of advertising stimuli is critical to optimizing the effectiveness of brands’ marketing campaigns. Recently, the use of neuroscientific tools such as electroencephalography (EEG), has shown great potential in measuring those processes otherwise inaccessible through traditional methodologies. Although well-established EEG metrics already exist in […]

Virtual Reality (VR) has been a beneficial training tool in fields such as advanced manufacturing. However, users may experience a high cognitive load due to various factors, such as the use of VR hardware or tasks within the VR environment. Studies have shown that eye-tracking has the potential to detect cognitive load, but in the […]

Energetic music has the potential to enhance immersion but can also negatively impact task performance. This study measured the effects of music on a video game suited for energetic music using both subjective (questionnaires) and objective (facial and physiological analysis) measures. Participants played under two conditions: with and without music. While the music condition led […]

Background: Social anxiety disorder (SAD) is a long-term and overwhelming fear of social situations that can affect work, school, and other daily activities. Although cognitive behavioral therapy is effective, few seek treatment, and many who do start often drop out. This may be due to the component of exposure inherent to cognitive behavioral therapy, where […]

Given the ubiquity of videogame play by children, concerns about the impacts of videogames, and increasing evidence of the benefits associated with digital play, it is important to evaluate the player experience (pX) of children. Moreover, it is essential to include children’s voices in research about technologies designed for their use. However, eliciting rich, first-hand […]

Social media takes up a large part of consumers’ daily time. In response, social media detox is on the rise, such that consumers set time constraints or even take complete social media time-outs. Research into the effects of such detox phases on the effectiveness of advertising is critical but lacking. Two qualitative studies identify motivations […]

This research seeks to explore how exposure to horticultural elements in the streetscape may impact cardiovascular health and well-being. We used advanced facial expression and heat-mapping technology software to compare preconscious levels of attentiveness, gaze path, facial expressions, and fixation on images (emotional responses) with and without horticultural elements among 47 adult participants. We found […]