Veröffentlichungen

This study examines the strategic role of neuroscience in developing strong and sustainable brands through implementing cognitive, emotional and sensory insights into marketing strategies. Based on this, this study focuses as well as investigates how neuromarketing methods such as EEG, fMRI, GSR, eye tracking and facial coding enable the scientific measurement of unconscious consumer responses […]

Behavioral accounting examines how individuals interpret accounting information and how cognitive and emotional factors affect decision-making. An experiment with 43 participants, including accounting experts and students, was conducted to examine differences in the evaluation of financial data. Eyetracking, facial expression analysis, and biosensors were used to record visual attention and emotional responses during accounting tasks. […]

The study focuses on how young viewers visually process short-form videos on TikTok and how the distribution of attention between the main image and the platform interface changes in the process. In an exploratory laboratory experiment, 16 participants watched ten videos of four different types of content (lifestyle, educational content, fastpaced potentially risky videos, multi-screen […]

Background: Anorexia nervosa (AN) is a severe psychiatric disorder marked by restrictive eating, distorted body image, and high relapse rates. While cognitive-behavioral therapy (CBT) is a widely used treatment, its mechanisms of action in AN remain incompletely understood, particularly beyond self-reported symptom change. This study investigated the effects of a 12-week CBT intervention on both […]

Abstract: Very short answer questions (VSAQs) have gained attention for their superior psychometric properties compared to multiple-choice questions (MCQs). While VSAQs require knowledge recall, MCQs primarily involve knowledge recognition. This difference in cognitive processes may lead to varying cognitive workloads, defined as the amount of mental processing in working memory. Previous studies have not demonstrated […]

This study challenges the assumption that more realism in digital humans always leads to greater trust and engagement. Using eye-tracking and postexposure surveys, we compared viewer responses to three video presenters: a highly realistic digital human, a real human, and an imperfect altered human, represented by a real presenter altered to have unblinking eye contact. […]

The aim of this study is to assess the accessibility of the websites of provincial capitals in Poland. The experiment consisted of an automated survey using five tools and an eye-tracking experiment with 15 participants. Analysis of the resultsshowed that sites with elements without contrast errors are easier to locate, which translates into shorter time […]

Several major studies require that students understand and master the concepts and procedures of mathematics. More specifically, an area of mathematics such as algebra requires students to be able to simplify, operate with, or solve fractions. Many students entering university show numerous shortcomings and errors, especially when simplifying algebraic fractions. This is why we conducted […]

Strong communication is central to the translation of breast cancer screening availability into uptake. This experiment tests the role of design features of screening advertisements in directing visual attention in screening-eligible women (≥40 years). To this end, a within-subjects eye-tracking experiment (N = 30) was conducted in which women viewed six static public service advertisements. […]

The decline in sales of Zamorano cold cuts in supermarkets in Tegucigalpa highlighted the need to evaluate factors that could be affecting their positioning. The purpose of this study was to identify which label attracts the most visual attention from consumers, determining areas for improvement and analyzing the factors that influence purchasing decisions. The research […]