Variaciones de los tiempos de reacción frente a cambios de perspectiva y tamaño de los estímulos 2D y 3D en atención selectiva

Frente a un estímulo objetivo, las personas procesan mediante la atención selectiva antes de realizar toma de decisiones. Si ese estímulo sufre algún cambio en su configuración 2D o 3D, ¿en qué casos una persona reacciona más rápido o más lento? La presente investigación evaluó la influencia de los cambios en las características de los estímulos en experimentos de tiempos de reacción en tareas de atención visual en videojuegos creados en Unity 3D. Para estudiar esas características, se realizó una comparación entre dos experimentos de videojuegos. El primer experimento se dividió en dos bloques: uno mostraba estímulos en 2D y otro en 3D. Se recolectó el tiempo de reacción de los participantes frente a esos estímulos y se obtuvo que el tiempo de reacción fue mayor en 3D en 28.33 ms. En el segundo experimento se incrementaron los bloques (de dos a ocho) para explicar las diferencias de los tiempos de reacción obtenidas en el primer experimento sea por el tamaño o el ángulo relativo que otorga una diferente perspectiva geométrica de presentación de los estímulos en 3D, para lo cual se modificaron algunas características de los estímulos del primer experimento. Los resultados después de comparar los distintos escenarios muestran que la modificación de las características tiene una influencia en la atención selectiva, pues los tiempos de reacción del primer experimento varían en comparación a los del segundo experimento dependiendo del cambio realizado (entre 65 y 67 ms de diferencia para 2D y entre 53 y 77 ms para 3D). En la discusión, se analiza el ámbito de los estímulos en 2D y 3D en el neuromarketing o el deporte ante los cambios de tamaño y ángulo de la cámara. En ambos escenarios, el presente trabajo sugiere evaluar para cada caso la modificación en sus presentaciones o herramientas en un consiguiente incremento del tiempo de reacción de los potenciales usuarios o equivalentemente en un nivel bajo de atención.When facing a goal-stimulus, people have a certain degree of attention. Therefore, when stimulus has changes in 2D or 3D configuration, in which cases one would react faster or slower? The present research evaluated the influence of the changes in the characteristics of the stimuli in reaction time experiments in visual attention tasks in videogames made in Unity 3D. For this, a comparison was made between two videogame experiments. The first videogame experiment was divided into two blocks that showed stimuli a block in 2D videogame and another in 3D videogame respectively to the participants and collected their reaction times against these stimuli. The second videogame experiment increase the number of blocks (from two to eight) to explain the differences in the reaction times obtained in the first experiment either by the size or the relative angle of 3D presentation of the stimuli, for which some characteristics of the blocks of the first experiment. The results, after comparing the different scenarios, have shown that the modification of the characteristics changed selective attention, because the reaction times of the first experiment vary in comparison to those of the second experiment depending on the change made (between 65 and 67 ms of difference for 2D and between 53 and 77 ms for 3D). On the discussion, one can question the commercial spheres of 2D stimuli in the so-called neuromarketing or sports. In both scenarios, the present work suggests evaluating for each case changes in their presentations or tools in a consequent control the reaction time of potential users, and this translates into a level of attention control

An investigation into the elements of a successful methodology for influencing contemporary interior design environment of tourist class globally-branded hotels based in China

The main purpose of the study is to investigate the possibility of achieving global hotel design diversification through the utilization of traditional cultural characteristics. The focus of this study is global hotel design in local countries of China. The research investigates using glocalisation design (which means the localization plus the globalization) in hotels, to challenge the global hotels’ design style that the same in many different countries and cities. This research addresses the relationship between local cultural element styles and the design of global branding hotel style efficacy within hotel in local countries of China. Relevant literature on the nature of global hotel design style was reviewed. Three stages of primary research (a critical review, observations and interviews) were also conducted in this study. The critical review examined the use of traditional local cultural elements in contemporary hotels. The observation studies identified the relationship between visitor behaviors and local cultural information within a range of global hotels. However, due to the fact that international tourists have different backgrounds and cultural knowledge, the international guests are not necessarily able to understand traditional local cultural information. In response to primary research findings, a novel design guideline will be created, this guideline is based on traditional design method and links between locations' culture and global hotel design style. Initial user testing indicated that the guideline was appropriate and did significantly improve global hotel design style. Hence, developing a common cultural symbol is becoming main research direction in this study which links with proportion, visual and local symbolism. The interviews further elicited interior design staff views and were used to test the hotel design guideline. A theoretical design reference model was developed. Initially based on the Le Corbusier design model, the model consists of three phases: analysis, design and assessment. A hotel design guideline was built and tested through user experience testing and expert interviews. Evaluation of this showed that the design guideline blending with global cultural points and local elements. The global cultural points can easy be accept and understand by foreign guest, meanwhile add some local cultural characteristic that can help guest understand local cultural information. The hotel design guideline that has been developed encourages the related global hotel design style, further shows the local cultural elements and ultimately improving global hotel design style