Application of EEG/ERP and Eye Tracking in Underlying Mechanism of Visual Attention of Auto Dealer’s Advertisement – A Neuromarketing Research

2018 ◽  
Vol 7 (3.22) ◽  
pp. 5
Author(s):  
Norlyiana Samsuri ◽  
Faruque Reza ◽  
Tahamina Begum ◽  
Nasir Yusoff ◽  
Badrisyah Idris ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Cost Effective ◽  
Underlying Mechanism ◽  
Event Related Potential ◽  
Similar Amount ◽  
Gaze Behavior ◽  
Visual Interpretation ◽  
Display Design ◽  
Scan Path ◽  
The Right

This study aims to detect the level of attention and gaze behavior on diverse display design of advertisement through the applications of Event Related Potential (ERP) and Eye Tracking. Total of 15 subjects participated in ERP, while two subjects (out of 15) participated in Eye Tracking. The N200 ERP component was recorded using 128-sensor net. The result of the ERP and gaze behavior showed consistent results that subjects were more attentive to the Vertex Reared Grouped (VRG) view compared to Vertex Frontal Grouped (VFG) view, and more attentive to the Right Lateral Grouped (RLG) view compared to Left Lateral Grouped (LLG) view in Session 1 and Session 3 respectively. Visual interpretation of scan path together with fixation duration and saccade duration of gaze behavior data revealed that VRG view and RLG view attracted more attention than its counterpart. For Session 2, the results of the ERP and gaze behavior indicated that subjects were equally attentive to the Right Lateral Singular (RLS) view and Left Lateral Singular (LLS) view. Gaze behavior showed that scan path during RLS view and LLS view indicated similar amount of gaze in both display designs. For cost-effective and limited space advertising, it is advisable that marketers prioritize display design of VRG view than its counterpart and RLG view than its counterpart. 

Impact of bookshelf locations using eye-tracking methodology

2020 ◽  
Vol 41 (8/9) ◽  
pp. 617-629
Author(s):  
Sho Sato ◽  
Yukari Eto ◽  
Kotomi Iwaki ◽  
Tadashi Oyanagi ◽  
Yu Yasuma
Keyword(s):  
Eye Tracking ◽  
User Behavior ◽  
Public Library ◽  
Gaze Behavior ◽  
Content Type ◽  
User Behaviors ◽  
Significant Relationships ◽  
Vertical Location ◽  
The Right ◽  
The Impact

PurposeThis study aimed to understand better the user gaze behavior on bookshelves using eye-tracking technology.Design/methodology/approachAn eye-tracking experiment in a public library with 11 participants was performed. The impact of vertical shelf location of books on the number of times the books are looked at, the impact of horizontal location and the relationship between user behavior and location impact were examined by the findings.FindingsThe results showed that the vertical location of books has a significant impact on the number of times the books are looked at. More than 80% of the time spent looking at bookshelves was spent on books on the top to fourth rows. It was also revealed that the horizontal location of books has a little impact. Books located on the left side of shelves will be looked at significantly more often than those on the right side. No significant relationships between type of user behaviors and location impact were observed.Originality/valueThe study explored the impact of the vertical location of books on time spent looking at bookshelves using eye-tracking methodology. Few published studies do such experiments to address user gaze behavior on bookshelves. The study explored that the vertical location of books has a great impact, and horizontal location has a little impact on user gaze behavior.

scholarly journals Assessing learning styles through eye tracking for e-learning applications

2021 ◽  
pp. 35-35
Author(s):  
Nahumi Nugrahaningsih ◽  
Marco Porta ◽  
Aleksandra Klasnja-Milicevic
Keyword(s):  
Learning Styles ◽  
Eye Tracking ◽  
Fixation Duration ◽  
Learning Experience ◽  
Verbal Learning ◽  
Learning Material ◽  
Eye Tracker ◽  
Gaze Behavior ◽  
First Year Students ◽  
The Right

Adapting the presentation of learning material to the specific student?s characteristics is useful to improve the overall learning experience and learning styles can play an important role to this purpose. In this paper, we investigate the possibility to distinguish between Visual and Verbal learning styles from gaze data. In an experiment involving first year students of an engineering faculty, content regarding the basics of programming was presented in both text and graphic form, and participants? gaze data was recorded by means of an eye tracker. Three metrics were selected to characterize the user?s gaze behavior, namely, percentage of fixation duration, percentage of fixations, and average fixation duration. Percentages were calculated on ten intervals into which each participant?s interaction time was subdivided, and this allowed us to perform timebased assessments. The obtained results showed a significant relation between gaze data and Visual/Verbal learning styles for an information arrangement where the same concept is presented in graphical format on the left and in text format on the right. We think that this study can provide a useful contribution to learning styles research carried out exploiting eye tracking technology, as it is characterized by unique traits that cannot be found in similar investigations.

scholarly journals ERP benefits capability framework: orchestration theory perspective

2018 ◽  
Vol 24 (1) ◽  
pp. 266-294 ◽  
Author(s):  
Amgad Badewi ◽  
Essam Shehab ◽  
Jing Zeng ◽  
Mostafa Mohamad
Keyword(s):  
Cost Effective ◽  
Organizational Capabilities ◽  
Erp Implementation ◽  
Content Type ◽  
Quantitative Studies ◽  
Financial Perspective ◽  
Complementary Resources ◽  
Benefits Realization ◽  
Research Questions ◽  
The Right

Purpose The purpose of this paper is to answer two research questions: what are the ERP resources and organizational complementary resources (OCRs) required to achieve each group of benefits? And on the basis of its resources, when should an organization invest more in ERP resources and/or OCRs so that the potential value of its ERP is realised? Design/methodology/approach Studying 12 organizations in different countries and validating the results with 8 consultants. Findings ERP benefits realization capability framework is developed; it shows that each group of benefits requires ERP resources (classified into features, attached technologies and information technology department competences) and OCRs (classified into practices, attitudes, culture, skills and organizational characteristics) and that leaping ahead to gain innovation benefits before being mature enough in realising a firm’s planning and automation capabilities could be a waste of time and effort. Research limitations/implications It is qualitative study. It needs to be backed by quantitative studies to test the results. Practical implications Although the “P” in ERP stands for planning, many academics and practitioners still believe that ERP applies to automation only. This research spotlights that the ability to invest in ERP can increase the innovation and planning capabilities of the organization only if it is extended and grown at the right time and if it is supported by OCRs. It is not cost effective to push an organization to achieve all the benefits at the same time; rather, it is clear that an organization would not be able to enjoy a higher level of benefits until it achieves a significant number of lower-level benefits. Thus, investing in higher-level benefit assets directly after an ERP implementation, when there are no organizational capabilities available to use these assets, could be inefficient. Moreover, it could be stressful to users when they see plenty of new ERP resources without the ability to use them. Although it could be of slight benefit to introduce, for example, business intelligence to employees in the “stabilizing period” (Badewi et al., 2013), from the financial perspective, it is a waste of money since the benefits would not be realised as expected. Therefore, orchestrating ERP assets with the development of organizational capabilities is important for achieving the greatest effectiveness and efficiency of the resources available to the organization. This research can be used as a benchmark for designing the various blueprints required to achieve different groups of benefits from ERP investments. Originality/value This research addresses two novel questions: RQ1: what are the ERP resources and OCRs required to achieve the different kinds of ERP benefits? RQ2: when, and on what basis, should an organization deploy more resources to leverage the ERP business value?

scholarly journals Perception and Action under Different Stimulus Presentations: A Review of Eye-Tracking Studies with an Extended View on Possibilities of Virtual Reality

2021 ◽  
Vol 11 (12) ◽  
pp. 5546
Author(s):  
Florian Heilmann ◽  
Kerstin Witte
Keyword(s):  
Virtual Reality ◽  
Eye Tracking ◽  
Literature Search ◽  
Perception And Action ◽  
Stimulus Presentation ◽  
Gaze Behavior ◽  
Motor Responses ◽  
Scientific Approach ◽  
Extended View

Visual anticipation is essential for performance in sports. This review provides information on the differences between stimulus presentations and motor responses in eye-tracking studies and considers virtual reality (VR), a new possibility to present stimuli. A systematic literature search on PubMed, ScienceDirect, IEEE Xplore, and SURF was conducted. The number of studies examining the influence of stimulus presentation (in situ, video) is deficient but still sufficient to describe differences in gaze behavior. The seven reviewed studies indicate that stimulus presentations can cause differences in gaze behavior. Further research should focus on displaying game situations via VR. The advantages of a scientific approach using VR are experimental control and repeatability. In addition, game situations could be standardized and movement responses could be included in the analysis.

CRITICAL REVIEW OF EMULSION STABILITY AND CHARACTERIZATION TECHNIQUES IN OIL PROCESSING

2021 ◽  
pp. 1-36
Author(s):  
Vahideh Angardi ◽  
Ali Ettehadi ◽  
Özgün Yücel
Keyword(s):  
Separation Efficiency ◽  
Petroleum Industry ◽  
Cost Effective ◽  
Downstream Processing ◽  
Physical Factors ◽  
Comprehensive Review ◽  
Factors Affecting ◽  
Mathematical Explanations ◽  
The Stability ◽  
The Right

Abstract Effective separation of water and oil dispersions is considered a critical step in the determination of technical and economic success in the petroleum industry over the years. Moreover, a deeper understanding of the emulsification process and different affected parameters is essential for cost-effective oil production, transportation, and downstream processing. Numerous studies conducted on the concept of dispersion characterization indicate the importance of this concept, which deserves attention by the scientific community. Therefore, a comprehensive review study with critical analysis on significant concepts will help readers follow them easily. This study is a comprehensive review of the concept of dispersion characterization and conducted studies recently published. The main purposes of this review are to 1) Highlight flaws, 2) Outline gaps and weaknesses, 3) Address conflicts, 4) Prevent duplication of effort, 5) List factors affecting dispersion. It was found that the separation efficiency and stability of dispersions are affected by different chemical and physical factors. Factors affecting the stability of the emulsions have been studied in detail and will help to look for the right action to ensure stable emulsions. In addition, methods of ensuring stability, especially coalescence are highlighted, and coalescence mathematical explanations of phenomena are presented.

scholarly journals Comparative study of inflammatory response and adhesions formation after fixation of different meshes for inguinal hernia repair in rabbits

2005 ◽  
Vol 20 (5) ◽  
pp. 347-352 ◽  
Author(s):  
Alberto Goldenberg ◽  
Jacques Matone ◽  
Wagner Marcondes ◽  
Fernando Augusto Mardiros Herbella ◽  
José Francisco de Mattos Farah
Keyword(s):  
Inflammatory Response ◽  
Abdominal Wall ◽  
Peritoneal Cavity ◽  
Abdominal Cavity ◽  
Mesh Fixation ◽  
Rabbit Model ◽  
Laparoscopic Approach ◽  
Preperitoneal Space ◽  
Similar Amount ◽  
The Right

PURPOSE: Compare, in a rabbit model, the inflammatory response and adhesions formation following surgical fixation of polypropilene and Vypro mesh in the inguinal preperitoneal space. METHODS: Fourteen male New Zealand rabbits, weighing between 2.000 to 2.500 g were used. A midline incision was made and the peritoneal cavity was exposed. The 2,0X1,0 cm polypropylene mesh was fixed in the left flank and secured to the margins with 3-0 prolene in a separate pattern. In the right flank, a 2,0X1,0 cm Vypro II mesh was sewn in the same way. After the post surgical period, the animals were again anesthetized and underwent laparoscopic approach, in order to identify and evaluate adhesions degree. Both fixed prosthesis were excised bilaterally with the abdominal wall segment, including peritoneum, aponeurosis and muscle and sent to a pathologist RESULTS: Operative time ranged from 15 to 25 minutes and no difficulties in applying the mesh were found. From the 14 polypropylene meshes fixed to the intact peritoneum, 11 had adhesions to the abdominal cavity (78,6%). Concerning Vypro mesh, 12 animals developed adhesions from the 14 with mesh fixation (85,7%). Histological examination of tissues harvested revealed fibroblasts, collagen, macrophages and lymphocytes between the threads of the mesh. CONCLUSION: Polypropylene and Vypro mesh, when implanted in the peritoneal cavity of rabbits provoke similar amount of adhesions. Vypro mesh tissues had higher fibrosis resulting in better mesh incorporation to the abdominal wall.

Visual event-related potential studies supporting the validity of VARK learning styles' visual and read/write learners

2016 ◽  
Vol 40 (2) ◽  
pp. 206-212 ◽  
Author(s):  
Sarawin Thepsatitporn ◽  
Chailerd Pichitpornchai
Keyword(s):  
Learning Styles ◽  
Event Related Potential ◽  
Term Memory ◽  
Objective Evidence ◽  
Subjective Evidence ◽  
The Right ◽  
Picture Superiority ◽  
The Relationship ◽  
Test Result ◽  
P200 Amplitude

The validity of learning styles needs supports of additional objective evidence. The identification of learning styles using subjective evidence from VARK questionnaires (where V is visual, A is auditory, R is read/write, and K is kinesthetic) combined with objective evidence from visual event-related potential (vERP) studies has never been investigated. It is questionable whether picture superiority effects exist in V learners and R learners. Thus, the present study aimed to investigate whether vERP could show the relationship between vERP components and VARK learning styles and to identify the existence of picture superiority effects in V learners and R learners. Thirty medical students (15 V learners and 15 R learners) performed recognition tasks with vERP and an intermediate-term memory (ITM) test. The results of within-group comparisons showed that pictures elicited larger P200 amplitudes than words at the occipital 2 site ( P < 0.05) in V learners and at the occipital 1 and 2 sites ( P < 0.05) in R learners. The between-groups comparison showed that P200 amplitudes elicited by pictures in V learners were larger than those of R learners at the parietal 4 site ( P < 0.05). The ITM test result showed that a picture set showed distinctively more correct responses than that of a word set for both V learners ( P < 0.001) and R learners ( P < 0.01). In conclusion, the result indicated that the P200 amplitude at the parietal 4 site could be used to objectively distinguish V learners from R learners. A lateralization existed to the right brain (occipital 2 site) in V learners. The ITM test demonstrated the existence of picture superiority effects in both learners. The results revealed the first objective electrophysiological evidence partially supporting the validity of the subjective psychological VARK questionnaire study.

scholarly journals Improvement of the Impact Properties of Composite Laminates by Means of Nano-Modification of the Matrix—A Review

2018 ◽  
Vol 8 (12) ◽  
pp. 2406 ◽  
Author(s):  
Hamed Saghafi ◽  
Mohamad Fotouhi ◽  
Giangiacomo Minak
Keyword(s):  
Composite Laminates ◽  
Cost Effective ◽  
Careful Consideration ◽  
Impact Performance ◽  
Compression After Impact ◽  
The Matrix ◽  
The Right ◽  
2D And 3D ◽  
The Impact ◽  
Selection Of

This paper reviews recent works on the application of nanofibers and nanoparticle reinforcements to enhance the interlaminar fracture toughness, to reduce the impact induced damage and to improve the compression after impact performance of fiber reinforced composites with brittle thermosetting resins. The nanofibers have been mainly used as mats embedded between plies of laminated composites, whereas the nanoparticles have been used in 0D, 1D, 2D, and 3D dimensional patterns to reinforce the matrix and consequently the composite. The reinforcement mechanisms are presented, and a comparison is done between the different papers in the literature. This review shows that in order to have an efficient reinforcement effect, careful consideration is required in the manufacturing, materials selection and reinforcement content and percentage. The selection of the right parameters can provide a tough and impact resistant composite with cost effective reinforcements.

Visual Word Recognition in Multilinguals

2018 ◽  
pp. 117-143
Author(s):  
Ton Dijkstra ◽  
Walter J. B. van Heuven
Keyword(s):  
Pattern Recognition ◽  
Reaction Time ◽  
Word Recognition ◽  
Eye Tracking ◽  
Sentence Context ◽  
Event Related Potential ◽  
Word Retrieval ◽  
Context Sensitive ◽  
Temporal Properties ◽  
Interlingual Homographs

This chapter on the reading of words by multilinguals considers how retrieving words in two or more languages is affected by the lexical properties of the words, the sentence context in which they occur, and the language to which they belong. Reaction time and event-related potential (ERP) studies are discussed that investigate the processing of cognates, interlingual homographs, and words with different numbers of neighbors, both in isolation and in sentence context. After reviewing different models for multilingual word retrieval, it is concluded that multilingual word recognition involves a language-independent, context-sensitive, and interactive pattern recognition routine, with temporal properties that can be determined not only by “classical” reaction time techniques, but even better by up-to-date research techniques such as eye-tracking and ERP recordings.

scholarly journals ADOS-Eye-Tracking: The Archimedean Point of View and Its Absence in Autism Spectrum Conditions

2021 ◽  
Vol 12 ◽  
Author(s):  
Ulrich Max Schaller ◽  
Monica Biscaldi ◽  
Anna Burkhardt ◽  
Christian Fleischhaker ◽  
Michael Herbert ◽  
...  
Keyword(s):  
Social Interaction ◽  
Eye Tracking ◽  
Children And Adolescents ◽  
Face Perception ◽  
Autism Spectrum ◽  
Autism Spectrum Conditions ◽  
Gaze Behavior ◽  
Face Region ◽  
Mobile Eye Tracking ◽  
Standardized Diagnostic

Face perception and emotion categorization are widely investigated under laboratory conditions that are devoid of real social interaction. Using mobile eye-tracking glasses in a standardized diagnostic setting while applying the Autism Diagnostic Observation Schedule (ADOS-2), we had the opportunity to record gaze behavior of children and adolescents with and without Autism Spectrum Conditions (ASCs) during social interaction. The objective was to investigate differences in eye-gaze behavior between three groups of children and adolescents either (1) with ASC or (2) with unconfirmed diagnosis of ASC or (3) with neurotypical development (NTD) during social interaction with an adult interviewer in a diagnostic standard situation using the ADOS-2. In a case control study, we used mobile eye-tracking glasses in an ecologically valid and highly standardized diagnostic interview to investigate suspected cases of ASC. After completion of the ASC diagnostic gold standard including the ADOS-2, the participants were assigned to two groups based on their diagnosis (ASC vs. non-ASC) and compared with a matched group of neurotypically developed controls. The primary outcome measure is the percentage of total dwell times assessed for different areas of interest (AOI) with regard to the face and body of a diagnostic interviewer and the surrounding space. Overall, 65 children and adolescents within an age range of 8.3–17.9 years were included in the study. The data revealed significant group differences, especially in the central-face area. Previous investigations under laboratory conditions gave preferential attention to the eye region during face perception to describe differences between ASC and NTD. In this study – using an ecologically valid setting within a standard diagnostic procedure – the results indicate that neurotypically developed controls seem to process faces and facial expressions in a holistic manner originating from the central-face region. Conversely, participants on the Autism Spectrum (tAS) seem to avoid the central-face region and show unsystematic gaze behavior, not using the preferred landing position in the central-face region as the Archimedean point of face perception. This study uses a new approach, and it will be important to replicate these preliminary findings in future research.

Sign in / Sign up

Export Citation Format

Share Document