In this exploratory study, we use a logistic multilevel model to examine the interplay between personality, emotions, and understanding. The impact of Conscientiousness, a Big Five Personality trait, on emotional responses during riddle-solving attempts was investigated in 101 participants, who each tackled 15 riddles remotely via Zoom. Video recordings were analyzed using iMotions with AFFDEX […]

Mental effort, a critical factor influencing task performance, is often difficult to measure accurately and efficiently. Pupil diameter has emerged as a reliable, real-time indicator of mental effort. This study introduces RIPA2, an enhanced pupillometric index for real-time mental effort assessment. Building on the original RIPA method, RIPA2 incorporates refined Savitzky–Golay filter parameters to better […]

Investigating how trust is built and maintained is especially important as technological advances make scam and fraud easier and quicker to enact. Fields such as neuroeconomics, psychology, and computer science have devoted considerable attention to the roles that emotional expression possess in determining decision making, with many studies utilizing paradigms including trust games, negotiation games, […]

Anthropomorphic product design is often assumed to increase consumer engagement, but its neural mechanisms and boundary conditions remain underexplored. This study employed a multimodal neuroscientific approach—electroencephalography (EEG), galvanic skin response (GSR), and eye-tracking—to examine how anthropomorphized versus non-anthropomorphized products influence consumer responses. Forty-four young adults viewed AI-generated images of beverages, backpacks, and smartphones. While anthropomorphic […]

Abstract:The study focuses on analysing consumer reactions when evaluating food packaging with different objective values. Its aim was to examine how visual design elements are reflected in consumer decision-making and how they influence the customer journey – from initial attention capture to conscious quality evaluation. The research responds to the broader question of the power […]

Abstract:This study examines the power of marketing communication in the context of the customer journey and compares the informative value of traditional and neuromarketing methods in interpreting consumer decision-making. The aim is to show the extent to which the biometric and conscious responses of research participants coincide, complement or diverge in their evaluation of marketing […]

Abstract:Advertising literacy has long been studied primarily through explicit methods such as questionnaires and interviews, which capture respondents’ self-reported knowledge and attitudes. However, these approaches face serious limitations – they are prone to biases such as social desirability and often fail to capture implicit processes involved in advertising perception that occur outside conscious reflection. Our […]

With the increasing attention on Deceptive Patterns (DP) in the digital world, especially in the field of Human-Computer Interaction (HCI), it is becoming more important to understand how Deceptive Patterns influence User Experience (UX). This research focuses on one specific DP, namely the obstruction pattern of “Trick Wording” which confuse the users by increasing the […]

Abstract:Visual salience of wine packaging strongly influences purchase decisions, yet systematic evidence from Central Europe remains limited. Bottom-up theories predict that contrast, colour, and shape automatically capture fixations, while top-down goals steer gaze toward textual brand cues. This study examines how a single wine label presented on three identical bottles directs consumer attention. Thirty-eight participants […]

The construction industry relies heavily on the cognitive abilities of its workforce to manage intricate tasks and ensure project success. Research indicates that when the cognitive demands of tasks outweigh workers’ cognitive capabilities, this imbalance can significantly compromise worker performance and safety. Consequently, it is crucial to understand workers’ cognitive capabilities and assign tasks accordingly. […]