Measuring Retail Visual Cues Using Mobile Bio-metric Responses

[EN] This research provides the results of a comprehensive in-store study that utilized eye tracking to determine the initial eye attractiveness of signage and displays used in a Toyota retail dealership. Potential car buyers (n = 24) walked randomly through the showroom for the first time, and were asked to view the various signs, displays, video monitors, decorations, and vehicles on display. Research was conducted while the dealership was open in order to include distractions from human interaction. Subjects’ eye movements and the objects viewed were captured using Tobii II eye tracking glasses at 60Mhz. A typical showroom self-tour lasted approximately 4:31 minutes. Subjects were then shown their results and Retrospective Think Aloud interviews were conducted with the subjects to determine positive and negative reactions to the observed objects. Signage measured included those required by Toyota, as well as those created by the dealership. Types of signage measured included digital, video, posters, stand-up cards, and ads placed on the vehicle. Each potential eye attractive object was identified and classified by type (signage, décor, digital signage, vehicle information, etc.). Every subject’s results were analyzed by the number of fixations and the time spent viewing each object. The study revealed that video or digital messaging was not any more effective than static signage, but that placement of the signage was a determining factor in the effectiveness of message receptivity. Many of the non-signage objects received more attention than did certain types of advertising signage. The various attributes of the objects and signs that received positive attention were analyzed as to their eye attactiveness characteristics. Although signage in a retail showroom is believed to be critical in providing advertising and product messages, this study (in its particular environment) demonstrated that signage is not viewed by customers as often as previouly thought.Dishman, P.; Groves, J.; Jolley, D. (2018). Measuring Retail Visual Cues Using Mobile Bio-metric Responses. En 2nd International Conference on Advanced Reserach Methods and Analytics (CARMA 2018). Editorial Universitat Politècnica de València. 249-249. https://doi.org/10.4995/CARMA2018.2018.8287OCS24924

A Descriptive Study of Offended Responses to Nudity in Print Advertising Targeted to Women

A discussion of offensiveness in advertising is the initial focus of this research. A review of the offensiveness, irritation, nudity, and sexual suggestiveness in advertising literature suggested that females report somewhat high arousal scores when viewing nudity but that the arousal may not necessarily be positive. The measure of contributing variables to offendedness responses was proposed using various degrees of nudity in existing advertising as the primary stimuli

Using Eye Tracking and Electroencephalography to Understand the Efficacy of Digital and Static Outdoor Advertisements

Abstract de la ponencia[EN] This study discusses the contributions of advanced eye tracking research combined with electroencephalography (EEG) as a method of understanding the cognitive processing of digital vs. static outdoor advertisements. Subjects were exposed to a variety of billboard advertisements on a section of Interstate freeway in a suburban area in the western United States. Results showed that visual fixation time was higher for digital advertisements compared to static advertisements. In particular, the eye-tracking data revealed which advertisements received the most attention. This was mainly dependent upon location (i.e. distance from driver, distance from adjacent traffic signs, etc.). As eye-tracking systems have become more sophisticated and affordable, there has been an increasing interest in the use of eye tracking within the traffic safety and outdoor advertising domain (Perez & Bertola, 2010). Eye tracking studies that have focused on web-based and driving stimuli have gathered eye-movement data while participants were engaged in lowattention settings (Lee and Ahn, 2012). The findings of these studies have indicated that digital and animated advertisements, in low attention settings, reduce the likelihood of mental recall and result in overall decreased cognitive engagement. Twenty-five subjects between the ages of 18 and 45 participated in the study. A 16 mile (25.75 kilometer) freeway drive was videotaped and then projected onto a four-by-six-foot screen. Subjects then viewed the projected video from inside a stationary car to simulate a driving environment. Using Tobii2 Glasses eye tracking system, subjects’ eye-movements and gaze patterns were recorded during the simulation. EEG data was also collected to measure the subject’s emotional response, and to gain additional insight into how they felt about the advertisements. In addition, participants were asked immediately after their drive to list any advertisements they recalled. These findings provide indications for best practices of effective outdoor advertising using gaze pattern analysis. These include positioning, layout, color schemes, etc. A potential implication for digital advertisements could be identifying the optimal length of time to display digital signage. Additionally, the results may suggest improvements in specific industry ads in order to maximize cognitive influence on consumer action (e.g. best times to display food and beverage advertisements). From a traffic safety consideration, these results will provide a psychological understanding of whether or not outdoor advertisements present safety implications to drivers. Overall, findings provide a better understanding of digital and static outdoor advertising as it relates to safety and consumer behavior. The results of this study may have significant implications in both the private and public sectors.Reas, B.; Dishman, P.; Mc Carter, A.; Jolley, AD. (2016). Using Eye Tracking and Electroencephalography to Understand the Efficacy of Digital and Static Outdoor Advertisements. En CARMA 2016: 1st International Conference on Advanced Research Methods in Analytics. Editorial Universitat Politècnica de València. 168-169. https://doi.org/10.4995/CARMA2016.2015.3109OCS16816

Managers’ Perceived Risk, Experiential Knowledge, Marketing Capability and International Performance: A Study of Chinese International Enterprises

Mass globalization and rampant softening of local economic conditions has made international expansion the inevitable choice for many maturing enterprises. It is therefore critical for international enterprises to understand dynamic and complex market variables when considering how to acquire competitive advantages. This study finds that the marketing capabilities constructed and fostered by Chinese international enterprises can positively affect international performance. In addition, managers’ perceived risks and experiential knowledge of the international markets have a positive influence on the formation of the enterprise’s marketing capabilities. Another important finding suggests that managers’ experiential knowledge positively influences the firm’s international performance

Validation of the ADAMO Care Watch for step counting in older adults

Background: Accurate measurement devices are required to objectively quantify physical activity. Wearable activity monitors, such as pedometers, may serve as affordable and feasible instruments for measuring physical activity levels in older adults during their normal activities of daily living. Currently few available accelerometer-based steps counting devices have been shown to be accurate at slow walking speeds, therefore there is still lacking appropriate devices tailored for slow speed ambulation, typical of older adults. This study aimed to assess the validity of step counting using the pedometer function of the ADAMO Care Watch, containing an embedded algorithm for measuring physical activity in older adults. Methods: Twenty older adults aged ≥ 65 years (mean ± SD, 75±7 years; range, 68–91) and 20 young adults (25±5 years, range 20–40), wore a care watch on each wrist and performed a number of randomly ordered tasks: walking at slow, normal and fast self-paced speeds; a Timed Up and Go test (TUG); a step test and ascending/descending stairs. The criterion measure was the actual number of steps observed, counted with a manual tally counter. Absolute percentage error scores, Intraclass Correlation Coefficients (ICC), and Bland–Altman plots were used to assess validity. Results: ADAMO Care Watch demonstrated high validity during slow and normal speeds (range 0.5–1.5 m/s) showing an absolute error from 1.3% to 1.9% in the older adult group and from 0.7% to 2.7% in the young adult group. The percentage error for the 30-metre walking tasks increased with faster pace in both young adult (17%) and older adult groups (6%). In the TUG test, there was less error in the steps recorded for older adults (1.3% to 2.2%) than the young adults (6.6% to 7.2%). For the total sample, the ICCs for the ADAMO Care Watch for the 30-metre walking tasks at each speed and for the TUG test were ranged between 0.931 to 0.985. Conclusion: These findings provide evidence that the ADAMO Care Watch demonstrated highly accurate measurements of the steps count in all activities, particularly walking at normal and slow speeds. Therefore, these data support the inclusion of the ADAMO Care Watch in clinical applications for measuring the number of steps taken by older adults at normal, slow walking speeds

Seven HCI Grand Challenges

This article aims to investigate the Grand Challenges which arise in the current and emerging landscape of rapid technological evolution towards more intelligent interactive technologies, coupled with increased and widened societal needs, as well as individual and collective expectations that HCI, as a discipline, is called upon to address. A perspective oriented to humane and social values is adopted, formulating the challenges in terms of the impact of emerging intelligent interactive technologies on human life both at the individual and societal levels. Seven Grand Challenges are identified and presented in this article: Human-Technology Symbiosis; Human-Environment Interactions; Ethics, Privacy and Security; Well-being, Health and Eudaimonia; Accessibility and Universal Access; Learning and Creativity; and Social Organization and Democracy. Although not exhaustive, they summarize the views and research priorities of an international interdisciplinary group of experts, reflecting different scientific perspectives, methodological approaches and application domains. Each identified Grand Challenge is analyzed in terms of: concept and problem definition; main research issues involved and state of the art; and associated emerging requirements

Effects of psychological and psychosocial interventions on sport performance:a meta-analysis

Background: Psychologists are increasingly supporting the quest for performance enhancement in sport and there is a need to evaluate the evidence base underpinning their work. Objectives: To synthesize the most rigorous available research that has evaluated psychological, social, and psychosocial interventions with sport performers on variables relating to their athletic performance, and to address some of the perplexing issues in the sport psychology intervention literature (e.g., do interventions have a lasting effect on sport performance?). Methods: Randomized controlled trials were identified through electronic databases, hand-searching volumes of pertinent journals, scrutinizing reference lists of previous reviews, and contacting experts in the evaluation of interventions in this field. Included studies were required to evaluate the effects of psychological, social, or psychosocial interventions on sport performance in athletes when compared to a no-treatment or placebo-controlled treatment comparison group. A random effects meta-analysis calculating the standardized mean difference (Hedges’ g), meta-regressions, and trim and fill analyses were conducted. Data were analyzed at post-test and follow-up (ranging from 1 to 4 weeks after the intervention finished) assessments. Results: Psychological and psychosocial interventions were shown to enhance sport performance at post-test (k = 35, n = 997, Hedges’ g = 0.57, 95 % CI = 0.22–0.92) and follow-up assessments (k = 8, n = 189, Hedges’ g = 1.16, 95 % CI = 0.25–2.08); no social interventions were included or evaluated. Larger effects were found for psychosocial interventions and there was some evidence that effects were greatest in coach-delivered interventions and in samples with a greater proportion of male participants. Conclusions: Psychological and psychosocial interventions have a moderate positive effect on sport performance, and this effect may last at least a month following the end of the intervention. Future research would benefit from following guidelines for intervention reporting

Monitoring Corporate Compliance through Cooperative Federalism: Trends in Multistate Settlements by State Attorneys General

Recent scholarship on U.S. regulatory federalism has tended to focus on conflict between the states and state resistance to federal initiatives. Less attention has been given to federal–state cooperation and how it affects regulatory enforcement. In this article, we examine intergovernmental cooperation in multistate lawsuits filed by state attorneys general to ascertain trends in multistate regulatory enforcement through litigation over time. We pay particular attention to the increasing use of compliance monitoring by both state and federal regulators, including through monitors independent of the regulated industries. Relying upon a dataset of legal settlements, scoping interviews, and two case studies of recent multistate litigation, we find that federal–state cooperation in multistate lawsuits has become more institutionalized over time. This increased cooperation has created a two-way street in which state and federal regulators often combine resources and learn from each other through the process of compliance monitoring