Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation
Abstract: For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers’ brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand’s commercials draw more attention from current users than potential new customers. Testing whether prior brand usage […]
Using computer-vision and machine learning to automate facial coding of positive and negative affect intensity
Abstract: Facial expressions are fundamental to interpersonal communication, including social interaction, and allow people of different ages, cultures, and languages to quickly and reliably convey emotional information. Historically, facial expression research has followed from discrete emotion theories, which posit a limited number of distinct affective states that are represented with specific patterns of facial action. […]
Wavelet Phase Coherence Estimation of EEG Signals for Neuromarketing Studies
Abstract: This paper presents an Electroencephalography (EEG), Pulse Plethysmography (PPG) and Galvanic Skin Response (GSR) study for neuromarketing studies, which are related to analysis of relationship between electrodes and emotional stress across to commercial advertisement. Neuromarketing is a field of study with respect the application of neuroscience methods to analyze consumer behavior related to markets. Wavelet […]
How does navigation system behavior influence human behavior?
Abstract: Navigation systems are ubiquitous tools to assist wayfinders of the mobile information society with various navigational tasks. Whenever such systems assist with self-localization and path planning, they reduce human effort for navigating. Automated navigation assistance benefits navigation performance, but research seems to show that it negatively affects attention to environment properties, spatial knowledge acquisition, […]
Measuring Learning During Search: Differences in Interactions, Eye-Gaze, and Semantic Similarity to Expert Knowledge
Abstract: We investigate the relationship between search behavior, eye – tracking measures, and learning. We conducted a user study where 30 participants performed searches on the web. We measured their verbal knowledge before and after each task in a content-independent manner, by assessing the semantic similarity of their entries to expert vocabulary. We hypothesize that […]
Traditional SETA No More: Investigating the Intersection Between Cybersecurity and Cognitive Neuroscience
Abstract: We investigated the role automated behavior plays in contributing to security breaches. Using different forms of phishing, combined with multiple neurophysiological tools, we were able to more fully understand the approaches participants took when they engaged with a phishing campaign. The four participants of this pilot study ranged in their individual characteristics of gender […]
Measuring presence in video games: An investigation of the potential use of physiological measures as indicators of presence
Abstract: Presence has become an increasingly central component of Games User Research (GUR) as developments in technology continuously make modern video games more conducive to the sensation of ‘being there’ in virtual environments. The quality of games is now commonly evaluated based on how reliably they elicit presence; however, no standardized objective measure of presence […]
Role of subjective and objective measures of cognitive processing during learning in explaining the spatial contiguity effect
Abstract: The main objective of this study was to investigate the potential of combining subjective and objective measures of learning process to uncover the mechanisms underlying the spatial contiguity effect in multimedia learning. The subjective measures of learning process were self-reported cognitive load ratings and the objective measures were eye-tracking and EEG measures. Learning outcome […]
Contrasting Divergent and Convergent Thinking by Electroencephalography and Eye Tracking
Abstract: The present study explores the adoption of electroencephalography and eye tracking to assess physiological differences between divergent and convergent thinking. In neuroscientific literature alpha power synchronization in the right parietal lobe has been associated to top-down inhibition of task-irrelevant cognitive processes occurring during divergent thinking, but findings in oculometric studies seem to suggest a […]
Using Sequence Mining to Analyze Metacognitive Monitoring and Scientific Inquiry based on Levels of Efficiency and Emotions during Game-Based Learning
Abstract: Self-regulated learning conducted through metacognitive monitoring and scientific inquiry can be influenced by many factors, such as emotions and motivation, and are necessary skills needed to engage in efficient hypothesis testing during game-based learning. Although many studies have investigated metacognitive monitoring and scientific inquiry skills during game-based learning, few studies have investigated how the […]
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