Publications

The visual perception of interior architecture plays a crucial role in real estate marketing, influencing the decisions of buyers, interior architects, and real estate agents. These professionals rely on personal assessments of space, often drawing from their experience of using décor to influence how interiors are perceived. While intuition may validate some approaches, this study […]

This chapter presents structural equation models (SEM) to analyse the dynamics of intensive longitudinal data nested in individuals obtained in online measures in educational research. We introduce multi-level SEM under the Bayesian statistical framework, including testing for stationarity, model and prior specification, model evaluation, and presentation of the findings. We then illustrate the approach with […]

The labelling of tourism accommodation services profoundly influences consumer behaviour and decision-making processes. Many consumers view labelling as a subjective assurance of the quality of services provided and are willing to pay a premium on the basis of the level of quality indicated by these labels. This paper’s main goal is to highlight the critical […]

Learning experiences are intertwined with emotions, which in turn have a significant effect on learning outcomes. Therefore, digital learning environments can benefit from taking the emotional state of the learner into account. To do so, the first step is real-time emotion detection which is made possible by sensors that can continuously collect physiological and eye-tracking […]

This study investigates the effects of a virtual biophilic residential environment on seniors’ physiological and subjective responses to evaluate its potential to promote healing and recovery. Thirty seniors were exposed to three different scales (units, buildings, complexes) of virtual biophilic residential environments that combined both physical and digital biophilic elements. Physiological responses, including heart rate, […]

Purpose: This study investigates key factors influencing consumer decisions when selecting online cosmetics stores, focusing on the impact of website aesthetics and user experience (UX). It examines how visual and functional website elements affect purchasing behavior through an eye-tracking study across three cosmetics websites, combining quantitative eyetracking data with qualitative user feedback.Design/Methodology/Approach: The research confirmed […]

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 […]