iMotions Blog
Veröffentlichungen
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2025 MARKETING IDENTITY THE POWER(S) OF COMMUNICATION Open Access Peer-Reviewed
VISUAL COMMUNICATION AND BRAND DESIGN IN MARKETING COMMUNICATION AND THEIR IMPACT ON CONSUMER PURCHASING DECISIONS: REACTION TO PACKAGING DESIGN
University of Ss. Cyril and Methodius in Trnava
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 […]
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2025 38th International BCS Human-Computer Interaction Conference (BCS HCI 25) Open Access Peer-Reviewed
The Real Cost of the Trick Wording Deceptive Pattern: Time Lost, Minds Taxed
ICS – Utrecht University
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 […]
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2025 MARKETING IDENTITY THE POWER(S) OF COMMUNICATION Open Access Peer-Reviewed
THE POWER OF MARKETING ALONG THE CUSTOMER JOURNEY: INTEGRATING NEUROMARKETING AND TRADITIONAL RESEARCH METHODS
University of Ss. Cyril and Methodius in Trnava
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 […]
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2025 MARKETING IDENTITY THE POWER(S) OF COMMUNICATION Open Access Peer-Reviewed
THE HIDDEN DIMENSION OF CONSUMER REACTIONS: NEUROMARKETING EVIDENCE AND ADVERTISING LITERACY
University of Ss. Cyril and Methodius in Trnava
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 […]
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2025 Open Access Peer-Reviewed
Detecting Deepfakes Through Emotion?: Facial Expression and Emotional Contagion as Dual Indicators of Deepfake Credibility
Sungkyunkwan University + 1 more
This study examines the differences in emotional expressions between face-swap deepfake videos featuring real human subjects and their authentic counterparts and investigates how these discrepancies influence viewers‘ emotional reactions and perceptions of video credibility. Using a two-step approach, we first applied computer-based facial expression analysis to compare emotional displays between deepfake and authentic videos. Next, […]
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2025 Journal of Construction Engineering and Management Gated Peer-Reviewed
Minds at Work: A Design for an Experimental Approach to Assessing Cognitive Abilities in Construction
University of Alberta
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. […]
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2025 International Journal of Hospitality Management Gated Peer-Reviewed
Calorie labels on restaurant menus: What do consumers see, think, and decide? Eye-tracking and interview insights
University of Surrey
This study explores consumers’ reactions and responses to calorie labelling of restaurant menus. A convenience sample of 36 participants aged 18 and older, who dine out at least monthly, engaged with menus using eye-tracking technology to measure involuntary attention. Participants visited the lab twice: first with a menu without calorie labelling and, at least two […]
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2025 Computers & Education Open Access Peer-Reviewed
Comparing cognitive load during video versus traditional classroom instruction based on heart rate variability measures
University of Hamburg + 1 more
This pilot study used heart rate variability (HRV) as an indicator of cognitive load to examine student engagement in the learning process. We investigated the dynamics of students‘ (N = 45, paired sample) cognitive load in classes with and without video tutorials and compared differences in cognitive load between development phases of lessons where students are acquiring […]
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2025 Discover Cities Open Access Peer-Reviewed
Biometric responses to green and complete street elements in Devens, Massachusetts
Tufts University + 2 more
Understanding human responses to the built environment is vital for effective urban design and sustainable transportation planning. This study presents a methodology that employs eye-tracking technology and facial expression analysis to compare conscious and unconscious reactions to street designs featuring differing levels of Green and Complete Street (GCS) elements. Conducted in Devens, Massachusetts, the research […]
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2025 Journal of Consumer Marketing Gated Peer-Reviewed
The impact of information overload on Gen Z iPhone-user product preferences and visual attention: a biometric approach
Loyola University Chicago
Purpose This paper aims to examine the influence of information load and brand familiarity on consumer preferences, attention and cognitive processes in the context of smartphone product decision-making. Design/methodology/approach Using the theoretical lens of bounded rationality, this paper tests a series of hypotheses on the impact of high and low information load and brand familiarity […]
Forschungsbericht 2025
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