5,804 research outputs found

    The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness

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    Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants’ eye movements when they examined webpages containing either bottom-right vertical banners or bottom-centre horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people’s memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localised more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information

    Aerospace medicine and biology: A continuing bibliography with indexes (supplement 349)

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    This bibliography lists 149 reports, articles and other documents introduced into the NASA Scientific and Technical Information System during April, 1991. Subject coverage includes: aerospace medicine and psychology, life support systems and controlled environments, safety equipment, exobiology and extraterrestrial life, and flight crew behavior and performance

    A USER’S COGNITIVE WORKLOAD PERSPECTIVE IN NEGOTIATION SUPPORT SYSTEMS: AN EYE-TRACKING EXPERIMENT

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    Replying to several research calls, I report promising results from an initial experiment which com-pares different negotiation support system approaches concerning their potential to reduce a user’s cognitive workload. Using a novel laboratory-based non-intrusive objective measurement technique which derives the user’s cognitive workload from pupillary responses and eye-movements, I experi-mentally evaluated a standard, a chat-based, and an argumentation-based negotiation support system and found that a higher assistance level of negotiation support systems actually leads to a lower user’s cognitive workload. In more detail, I found that an argumentation-based system which fully automates the generation of the user’s arguments significantly decreases the user’s cognitive workload compared to a standard system. In addition I found that a negotiation support system implementing an additional chat function significantly causes higher cognitive workload for users compared to a standard system

    The influence of advertisement familiarity and originality on visual attention and brand memory.

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    Based on Mandler's theory of schema organization and previous visual attention research, we formulate and test hypotheses about the impact of ad familiarity and ad originality on attention and memory for print advertisements. To that end, one hundred and nineteen consumers browsed through two consumer magazines containing 68 print advertisements. Attention to the ads and their brand, picture and text components was assessed through infrared eye tracking. Trained judges rated the ads independently for familiarity and originality. In support of the hypotheses we find a sharp attention decline with ad familiarity, which is largely due to a reduction in attention to text. Originality of ad execution serves as a buffer against the negative influence of ad familiarity on attention, but only for the brand and picture components. The reduction of attention to the text is even larger for original than for unoriginal ads. Moreover, over and above their indirect influence through visual attention patterns, ad familiarity, ad originality and their interaction had a direct influence on brand memory.Advertising;

    Developing a methodology for manipulating spontaneous blinks.

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    While blinking is necessary for ocular protection and lubrication, people blink much more than is necessary for routine ocular maintenance. These extra, spontaneous blinks are extremely difficult to manipulate and thus, have remained somewhat of a mystery. In order to determine the effects of spontaneous blinks, a methodology to manipulate them naturally must be created. The aim of this study was to develop such methodology using videos of animated speakers displaying high and low blink rates, and determine whether this influenced participant blink rates. It was expected that watching videos of a speaker's face would manipulate blink rate. It was also expected that participants would imitate the speaker's blink timing and blink immediately after the speaker blinks, called blink entrainment. Participants watched four videos, two featuring an animated speaker with a high blink rate, and two featuring the same animated speaker with a low blink rate. In between the speaker videos, participants completed ten trials of several variations of a lexical decision task. The speaker videos provided instructions on how to complete each of these tasks. A Wilcoxon signed-rank test showed that the differences between participant blink rates across the high blink rate and the low blink rate were significant (Z = -3.16, p = .002). Participants blinked more frequently while watching the high blink rate videos than when watching the low blink rate videos. A Wilcoxon signed-rank test also showed a significant difference between entrainment blinks and non-entrainment blinks in the high blink rate condition (Z = -3.65, p = .001), and the low blink rate condition (Z = -2.21, p = .027). These results indicate that a standardized methodology for manipulating spontaneous blinks is possible. With the use of the animated speaker videos, spontaneous blinks can be manipulated

    Attention and information acquisition: Comparison of mouse-click with eye-movement attention tracking

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    Attention is crucial as a fundamental prerequisite for perception. The measurement of attention in viewing and recognizing the images that surround us constitutes an important part of eye movement research, particularly in advertising-effectiveness research. Recording eye and gaze (i.e. eye and head) movements is considered the standard procedure for measuring attention. However, alternative measurement methods have been developed in recent years, one of which is mouse-click attention tracking (mcAT) by means of an on-line based procedure that measures gaze motion via a mouse-click (i.e. a hand and finger positioning maneuver) on a computer screen.Here we compared the validity of mcAT with eye movement attention tracking (emAT). We recorded data in a between subject design via emAT and mcAT and analyzed and compared 20 subjects for correlations. The test stimuli consisted of 64 images that were assigned to eight categories. Our main results demonstrated a highly significant correlation (p<0.001) between mcAT and emAT data. We also found significant differences in correlations between different image categories. For simply structured pictures of humans or animals in particular, mcAT provided highly valid and more consistent results compared to emAT. We concluded that mcAT is a suitable method for measuring the attention we give to the images that surround us, such as photographs, graphics, art or digital and print advertisements

    Validated novel software to measure the conspicuity index of lesions in DICOM images

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    Description of purpose A novel software programme and associated Excel spreadsheet has been developed to provide an objective measure of the expected visual detectability of focal abnormalities within DICOM images. Methodology ROIs are drawn around the abnormality, the software then fits the lesion using a least squares method to recognise the edges of the lesion based on the full width half maximum. 180 line profiles are then plotted around the lesion, giving 360 edge profiles. The co-ordinates show in Figure 1 are captured, as well the standard deviation of the pixel values within the background and lesion (representing anatomical noise and lesion noise respectively). An Excel spreadsheet has been developed to allow variables to be calculated, including SNR and CNR. A conspicuity index has also been developed: Results The software has been validated using the GAMMEX ACR CT accreditation phantom, varying mA, kVp and slice thickness (ST) and the results have been found to give a linear response: Conclusion A novel software programme has been validated to allow calculation of many physical properties of lesions. Additionally, a new measure of conspicuity index has been developed for focal lesions. The analysis could be further developed to incorporate reader decision-analysis data and eye-tracking data allowing correlations between physical and perception measures to be made beyond basic CNR calculations. It could also be used as a tool to distinguish between perceptual and cognitive error. Further refinements could lead to measures of the detectability of more diffuse disease features
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