Reintegrating the Ad

2015 ◽  
Vol 27 (2) ◽  
pp. 64-77 ◽  
Author(s):  
Diana Rieger ◽  
Franzisca Bartz ◽  
Gary Bente
Keyword(s):  
Information Processing ◽  
Visual Attention ◽  
Eye Tracking ◽  
Contact Time ◽  
Visual Awareness ◽  
Right Hand ◽  
Banner Ads ◽  
The Right ◽  
Banner Blindness

Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

scholarly journals The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

2021 ◽  
Vol 13 (1) ◽  
pp. 18
Author(s):  
Serhat Peker ◽  
Gonca Gokce Menekse Dalveren ◽  
Yavuz İnal
Keyword(s):  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Discount Rate ◽  
Discount Rates ◽  
Brand Familiarity ◽  
Positive Attitudes ◽  
Banner Ads ◽  
Image Area ◽  
The Right

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts

2012 ◽  
Vol 26 (6) ◽  
pp. 521-531 ◽  
Author(s):  
Christoph Breuer ◽  
Christopher Rumpf
Keyword(s):  
Information Processing ◽  
Visual Attention ◽  
Eye Tracking ◽  
Direct Effect ◽  
Network Model ◽  
Regression Models ◽  
Associative Network ◽  
Research Gap

Although enormous sums are spent on sport sponsorships, knowledge of sponsorship information processing is still limited. For a continuing growth of sponsorship as a field significant improvements in our understanding of sponsoring effectiveness are required. Whereas the direct effect of sponsor signage exposure on sponsor recall has been identified in several studies, attention to sponsor signage as the mediator of sponsorship information has not been investigated thoroughly. Based on spotlight theory and the associative network model of memory, the present paper addresses this research gap and investigates the viewer’s visual attention to sponsorship information by applying eye tracking methodology. Regression models have been estimated to analyze information reception and processing in sport telecasts. The results reveal that the capture of attention is determined by the placement of sponsor signage and by exposure variables. Furthermore, sponsor recall is found to be a function of attention and brand-related variables.

scholarly journals The focus of visual attention in people with motor disabilities through Eye tracking

2018 ◽  
Vol 13 (3) ◽  
pp. 7-20
Author(s):  
Giselle Schmidt A. D. Merino ◽  
Carmen Elena Martinez Riascos ◽  
Angelina Dias Leão Costa ◽  
Gleice Virginia Medeiros de Azambuja Elali ◽  
Eugenio Merino
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Assistive Technology ◽  
Visual Information ◽  
Decision Making Process ◽  
Eye Tracker ◽  
Motor Disabilities ◽  
Visual Identification ◽  
The Right ◽  
Reduced Mobility

Make the environment that can be achieved, fires, used and experienced by anyone, including those with reduced mobility, is an increasingly important need for professionals. Being the eye tracking is an assistive technology that enables you to identify objectively the visual perception was held an experiment that allows analyzing the people’s difficulties in internal visual identification on buildings. The article goal is to identify the focus of visual attention in people with motor disabilities using eye tracking glasses. To perform the experiment was used Senso Motoric Instruments (SMI) eye tracking glasses and was did analyses with the BeGaze software version 3.6.  The results indicate the lack of visual information causes difficulties for people to locate and identify the correct route for the offset inside a building, reducing the subjectivity in making decisions to make accessible environments.  The tests show that the participants do not have fixed their gaze on specific points, because it remained looking for visual information into the building generating lack of orientation and difficulties to define the right route at offset. With this experiment was possible to validate an application of the device to contribute to the decision-making process of professionals to make accessible environments. In addition, they recognized the particularities in the use of Assistive Technology, the glasses eye tracker, and the possibility of being used in the analysis of various tasks contributing in the Design, in the Architecture, and the Engineering.

Editorial Note

1946 ◽  
Vol 11 (1) ◽  
pp. 2-2
Keyword(s):  
Editorial Note ◽  
Speech Sounds ◽  
Left Hand ◽  
Hand Column ◽  
Right Hand ◽  
Infant Speech ◽  
The Right

In the article “Infant Speech Sounds and Intelligence” by Orvis C. Irwin and Han Piao Chen, in the December 1945 issue of the Journal, the paragraph which begins at the bottom of the left hand column on page 295 should have been placed immediately below the first paragraph at the top of the right hand column on page 296. To the authors we express our sincere apologies.

Eosinophilic vasculitis: an inhabitual and resistant manifestation of a vasculitis

VASA ◽  
2010 ◽  
Vol 39 (4) ◽  
pp. 344-348 ◽  
Author(s):  
Jandus ◽  
Bianda ◽  
Alerci ◽  
Gallino ◽  
Marone
Keyword(s):  
Skin Biopsy ◽  
Intravenous Iron ◽  
Small Vessel Vasculitis ◽  
High Dose ◽  
Raynaud Phenomenon ◽  
The Third ◽  
Left Elbow ◽  
Right Hand ◽  
The Right ◽  
Trunk Skin

A 55-year-old woman was referred because of diffuse pruritic erythematous lesions and an ischemic process of the third finger of her right hand. She was known to have anaemia secondary to hypermenorrhea. She presented six months before admission with a cutaneous infiltration on the left cubital cavity after a paravenous leakage of intravenous iron substitution. She then reported a progressive pruritic erythematous swelling of her left arm and lower extremities and trunk. Skin biopsy of a lesion on the right leg revealed a fibrillar, small-vessel vasculitis containing many eosinophils.Two months later she reported Raynaud symptoms in both hands, with a persistent violaceous coloration of the skin and cold sensation of her third digit of the right hand. A round 1.5 cm well-delimited swelling on the medial site of the left elbow was noted. The third digit of her right hand was cold and of violet colour. Eosinophilia (19 % of total leucocytes) was present. Doppler-duplex arterial examination of the upper extremities showed an occlusion of the cubital artery down to the palmar arcade on the right arm. Selective angiography of the right subclavian and brachial arteries showed diffuse alteration of the blood flow in the cubital artery and hand, with fine collateral circulation in the carpal region. Neither secondary causes of hypereosinophilia nor a myeloproliferative process was found. Considering the skin biopsy results and having excluded other causes of eosinophilia, we assumed the diagnosis of an eosinophilic vasculitis. Treatment with tacrolimus and high dose steroids was started, the latter tapered within 12 months and then stopped, but a dramatic flare-up of the vasculitis with Raynaud phenomenon occurred. A new immunosupressive approach with steroids and methotrexate was then introduced. This case of aggressive eosinophilic vasculitis is difficult to classify into the usual forms of vasculitis and constitutes a therapeutic challenge given the resistance to current immunosuppressive regimens.

Detection of Sarcoidosis Based on Subcutaneous Nodules in the Dorsum of the Right Hand

2014 ◽  
Vol 76 (1) ◽  
pp. 14-17
Author(s):  
Yoshiyuki KUWAE ◽  
Kunitaka HARUNA ◽  
Yasushi SUGA
Keyword(s):  
Subcutaneous Nodules ◽  
Right Hand ◽  
The Right

Construct Validity

2017 ◽  
Author(s):  
Richard McCleary ◽  
David McDowall ◽  
Bradley J. Bartos
Keyword(s):  
Time Series ◽  
Construct Validity ◽  
Hypothesis Test ◽  
Secondary Data ◽  
Time Frame ◽  
Primary Data ◽  
Optimal Time ◽  
Intervention Model ◽  
Right Hand ◽  
The Right

Chapter 8 focuses on threats to construct validity arising from the left-hand side time series and the right-hand side intervention model. Construct validity is limited to questions of whether an observed effect can be generalized to alternative cause and effect measures. The “talking out” self-injurious behavior time series, shown in Chapter 5, are examples of primary data. Researchers often have no choice but to use secondary data that were collected by third parties for purposes unrelated to any hypothesis test. Even in those less-than-ideal instances, however, an optimal time series can be constructed by limiting the time frame and otherwise paying attention to regime changes. Threats to construct validity that arise from the right-hand side intervention model, such as fuzzy or unclear onset and responses, are controlled by paying close attention to the underlying theory. Even a minimal theory should specify the onset and duration of an impact.

scholarly journals Digit Variability in Carotenoid Scores Obtained with the Veggie Meter: A Pilot Study (P02-001-19)

2019 ◽  
Vol 3 (Supplement_1) ◽  
Author(s):  
Velarie Ansu ◽  
Stephanie Dickinson ◽  
Alyce Fly
Keyword(s):  
Indiana University ◽  
Left Hand ◽  
Funding Sources ◽  
Right Hand ◽  
Period Data ◽  
The Mean ◽  
The Right ◽  
Post Hoc ◽  
Main Effects ◽  
Mean Square Errors

Abstract Objectives To determine which digit and hand have the highest and lowest skin carotenoid scores, to compare inter-and-intra-hand variability of digits, and to determine if results are consistent with another subject. Methods Two subjects’ first(F1), second(F2), third(F3) and fifth(F5) digits on both hands were measured for skin carotenoids with a Veggie Meter, for 3 times on each of 18 days over a 37-day period. Data were subjected to ANOVA in a factorial treatment design to determine main effects for hand (2 levels), digits (4), and days (18) along with interactions. Differences between digits were determined by Tukey's post hoc test. Results There were significant hand x digit, hand x day, digit x day, and hand x digit x day interactions and significant simple main effects for hand, digit, and day (all P < 0.001). Mean square errors were 143.67 and 195.62 for subject A and B, respectively, which were smaller than mean squares for all main effects and interactions. The mean scores ± SD for F1, F2, F3, and F5 digits for the right vs left hands for subject A were F1:357.13 ± 45.97 vs 363.74 ± 46.94, F2:403.17 ± 44.77 vs. 353.20 ± 44.13, F3:406.76 ± 43.10 vs. 357.11 ± 45.13, and F5:374.95 ± 53.00 vs. 377.90 ± 47.38. For subject B, the mean scores ± SD for digits for the right vs left hands were F1:294.72 ± 61.63 vs 280.71 ± 52.48, F2:285.85 ± 66.92 vs 252.67 ± 67.56, F3:268.56 ± 57.03 vs 283.22 ± 45.87, and F5:288.18 ± 34.46 vs 307.54 ± 40.04. The digits on the right hand of both subjects had higher carotenoid scores than those on the left hands, even though subjects had different dominant hands. Subject A had higher skin carotenoid scores on the F3 and F2 digits for the right hand and F5 on the left hand. Subject B had higher skin carotenoid scores on F5 (right) and F1 (left) digits. Conclusions The variability due to hand, digit, and day were all greater than that of the 3 replicates within the digit-day for both volunteers. This indicates that data were not completely random across the readings when remeasuring the same finger. Different fingers displayed higher carotenoid scores for each volunteer. There is a need to conduct a larger study with more subjects and a range of skin tones to determine whether the reliability of measurements among digits of both hands is similar across the population. Funding Sources Indiana University.

scholarly journals What People Look at in Multimodal Online Dating Profiles: How Pictorial and Textual Cues Affect Impression Formation

2021 ◽  
pp. 009365022199531
Author(s):  
Tess van der Zanden ◽  
Maria B. J. Mos ◽  
Alexander P. Schouten ◽  
Emiel J. Krahmer
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Impression Formation ◽  
Online Dating ◽  
Information Processing Model ◽  
Secondary Role ◽  
Multimodal Information ◽  
Different Dimensions ◽  
Multimodal Information Processing ◽  
Textual Cues

This study investigates how online dating profiles, consisting of both pictures and texts, are visually processed, and how both components affect impression formation. The attractiveness of the profile picture was varied systematically, and texts either included language errors or not. By collecting eye tracking and perception data, we investigated whether picture attractiveness determines attention to the profile text and if the text plays a secondary role. Eye tracking results revealed that pictures are more likely to attract initial attention and that more attractive pictures receive more attention. Texts received attention regardless of the picture’s attractiveness. Moreover, perception data showed that both the pictorial and textual cues affect impression formation, but that they affect different dimensions of perceived attraction differently. Based on our results, a new multimodal information processing model is proposed, which suggests that pictures and texts are processed independently and lead to separate assessments of cue attractiveness before impression formation.

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