The Influence of Product Anthropomorphism on Comparative Judgment

2019 ◽  
Author(s):  
Feifei Huang ◽  
Vincent Chi Wong ◽  
Echo Wen Wan
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Comparative Judgment ◽  
Absolute Judgment ◽  
Marketing Practice ◽  
Consideration Set ◽  
Consumption Choices ◽  
Overall Evaluation ◽  
New Perspective ◽  
Judgment Strategy

Abstract The present research proposes a new perspective to investigate the effect of product anthropomorphism on consumers’ comparative judgment strategy in comparing two anthropomorphized (vs. two nonanthropomorphized) product options in a consideration set. Six experiments show that anthropomorphism increases consumers’ use of an absolute judgment strategy (vs. a dimension-by-dimension strategy) in comparative judgment, leading to increased preference for the option with a more favorable overall evaluation over the option with a greater number of superior dimensions. The effect is mediated by consumers’ perception of each anthropomorphized product alternative as an integrated entity rather than a bundle of separate attributes. The authors find the effect to be robust by directly tracing the process of participants’ information processing using MouseLab software and eye-tracking techniques, and by self-reported preferences and real consumption choices. Moreover, the effect is moderated by the motivation to seek maximized accuracy or ease. These studies have important implications for theories about anthropomorphism and comparative judgment as well as marketing practice.

Sustained Attention and Feature-Integrative Displays

1998 ◽  
Vol 42 (22) ◽  
pp. 1585-1589 ◽  
Author(s):  
Louis C. Miller ◽  
Joel S. Warm ◽  
William N. Dember ◽  
Donald A. Schumsky
Keyword(s):  
Information Processing ◽  
Sustained Attention ◽  
Comparative Judgment ◽  
Absolute Judgment ◽  
Feature Integration ◽  
Sources Of Information ◽  
Monitoring Task ◽  
Processing Demands ◽  
Successive Task ◽  
Task Types

Observers monitored the repetitive presentation of a simulated submarine detection display for occasional targets. Observers were required to integrate information contained in one, two, or three indicators either in a simultaneous (comparative judgment) or successive (absolute judgment) format. Consistent with earlier findings on feature-integration, performance efficiency varied inversely with the number of features which needed to be integrated in signal detection. Unlike previous studies involving unitary discriminations, observers in the simultaneous conditions performed more poorly than those in the successive conditions as the information processing demands of the monitoring task increased. The results indicate that while systematic differences were found between simultaneous and successive task-types, different factors may play a role when observers must contend with multiple as compared to unitary sources of information.

scholarly journals Neurogastronomy as a Tool for Evaluating Emotions and Visual Preferences of Selected Food Served in Different Ways

Foods ◽  
2021 ◽  
Vol 10 (2) ◽  
pp. 354
Author(s):  
Jakub Berčík ◽  
Johana Paluchová ◽  
Katarína Neomániová
Keyword(s):  
Eye Movements ◽  
Air Quality ◽  
Eye Tracking ◽  
Facial Expressions ◽  
Visual Design ◽  
Personal Interview ◽  
Visual Preferences ◽  
New Perspective ◽  
Corporate Resources ◽  
Face Reading

The appearance of food provides certain expectations regarding the harmonization of taste, delicacy, and overall quality, which subsequently affects not only the intake itself but also many other features of the behavior of customers of catering facilities. The main goal of this article is to find out what effect the visual design of food (waffles) prepared from the same ingredients and served in three different ways—a stone plate, street food style, and a white classic plate—has on the consumer’s preferences. In addition to the classic tablet assistance personal interview (TAPI) tools, biometric methods such as eye tracking and face reading were used in order to obtain unconscious feedback. During testing, air quality in the room by means of the Extech device and the influence of the visual design of food on the perception of its smell were checked. At the end of the paper, we point out the importance of using classical feedback collection techniques (TAPI) and their extension in measuring subconscious reactions based on monitoring the eye movements and facial expressions of the respondents, which provides a whole new perspective on the perception of visual design and serving food as well as more effective targeting and use of corporate resources.

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.

Influence of cognitive style on information processing and selection of yogurt labels: Insights from an eye-tracking study

2015 ◽  
Vol 74 ◽  
pp. 1-9 ◽  
Author(s):  
Franco Mawad ◽  
Marcela Trías ◽  
Ana Giménez ◽  
Alejandro Maiche ◽  
Gastón Ares
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Cognitive Style ◽  
Selection Of

Quantum Theory

2021 ◽  
Author(s):  
Jochen Rau
Keyword(s):  
Information Processing ◽  
Quantum Theory ◽  
Experimental Evidence ◽  
New World ◽  
Traditional Approach ◽  
Quantum Computers ◽  
Classical Description ◽  
Statistical Correlations ◽  
New Perspective ◽  
Quantum Technology

Recent advances in quantum technology – from quantum computers and simulators to communication and metrology – have not only opened up a whole new world of applications but also changed the understanding of quantum theory itself. This text introduces quantum theory entirely from this new perspective. It does away with the traditional approach to quantum theory as a theory of microscopic matter, and focuses instead on quantum theory as a framework for information processing. Accordingly, the emphasis is on concepts like measurement, probability, statistical correlations, and transformations, rather than waves and particles. The text begins with experimental evidence that forces one to abandon the classical description and to re-examine such basic notions as measurement, probability, and state. Thorough investigation of these concepts leads to the alternative framework of quantum theory. The requisite mathematics is developed and linked to its operational meaning. This part of the text culminates in an exploration of some of the most vexing issues of quantum theory, regarding locality, non-contextuality, and realism. The second half of the text explains how the peculiar features of quantum theory are harnessed to tackle information processing tasks that are intractable or even impossible classically. It provides the tools for understanding and designing the pertinent protocols, and discusses a range of examples representative of current quantum technology.

Presentational format and financial consumers’ behaviour: an eye-tracking study

2019 ◽  
Vol 37 (3) ◽  
pp. 821-837 ◽  
Author(s):  
Maria Gabriella Ceravolo ◽  
Vincenzo Farina ◽  
Lucrezia Fattobene ◽  
Lucia Leonelli ◽  
GianMario Raggetti
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Neural Mechanisms ◽  
Financial Disclosure ◽  
Sources Of Information ◽  
Cross Sectional ◽  
Content Type ◽  
Nonprofessional Investors ◽  
Cross Sectional Design ◽  
Practical Implications

Purpose The purpose of this paper is to examine whether financial consumers are sensitive to presentational format of financial disclosure documents and whether this influences the financial attractiveness of products. Design/methodology/approach In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design. Findings The analysis reveals that financial information processing and attention distribution are influenced by the way the information is conveyed. Moreover, some layouts induce individuals to rate the products as less financially attractive, independent of the information content. This suggests the importance of studying the neural mechanisms of investors’ behaviour in the scrutiny of financial product documents. Practical implications The results lead to recommend regulators and managers to study how investors respond to financial disclosure documents by exploiting neuroscientific techniques. Moreover, there is a role for the search of any benefit coming from emphasising specific sources of information inside documents. Originality/value This research investigates the influence of presentational format on consumers’ information processing measuring the underlying neurophysiological processes; the consequent perception of financial attractiveness is also explored.

scholarly journals Eye Gazes Based on Associative Relevance Assist in Decision Making Processes during Scene Perception

2016 ◽  
Vol 8 (2) ◽  
pp. 74
Author(s):  
Gufran Ahmad
Keyword(s):  
Decision Making ◽  
Information Processing ◽  
Eye Movements ◽  
Visual Perception ◽  
Eye Tracking ◽  
Scene Perception ◽  
Cognitive Dynamics ◽  
Movement Data ◽  
Business Applications ◽  
Decision Making Processes

<p>Research studies on eye movements in area of information processing task, such as scene perception have recently advanced towards understandings of underlying visual perception mechanism and human cognitive dynamics. Besides, business applications of eye tracking are endlessly revealing groundbreaking trends based on practical scenarios. In this study, we conducted a number of eye tracking experiments to establish our hypothesis that the eye gazes based on the associative relevance found within the contexts of scenes during scene perception significantly supported the processes of decision making. The collected eye movement data from participants who viewed artistic scenes discovered that the tracks of eye gazes traversed along the existing associative relevance among the elements of scenes for decision making processes. These experimental evidences confirmed our hypothesis that the eye gazes based on associative relevance assisted in decision making processes during scene perception.</p>

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