scholarly journals The cognitive processing of an educational app with EEG and ’Eye Tracking’

Comunicar ◽  
2017 ◽  
Vol 25 (52) ◽  
pp. 41-50 ◽  
Author(s):  
Ubaldo Cuesta-Cambra ◽  
José-Ignacio Niño-González ◽  
José Rodríguez-Terceño
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Cognitive Processing ◽  
Visual Fixation ◽  
Men And Women ◽  
Visual Activity ◽  
Subsequent Recall ◽  
Emotional Value ◽  
Content Design

The use of apps in education is becoming more frequent. However, the mechanisms of attention and processing of their contents and their consequences in learning have not been sufficiently studied. The objective of this work is to analyze how information is processed and learned and how visual attention takes place. It also investigates the existence of gender differences. The responses to 15 images are analyzed using 'Eye Tracking' and EEG in a sample of 22 young students. The recall and liking of the stimuli is also analyzed. The characteristics of the images are evaluated by experts. The results indicate that there is a different pattern of visual activity between men and women which does not affect subsequent recall. The recall is determined by the emotional value of the image and its simplicity: more complex images demand more time of visual fixation but are less remembered. EEG responses confirm the importance of the playful component of the memory and low involvement processing. The conclusion is that the behavior against an app of this type resembles the low commitment behavior of advertising itself. Finally, some considerations for the app content design are proposed. El empleo de apps en educación es cada vez más frecuente. Sin embargo, no se han estudiado suficientemente los mecanismos de atención y procesamiento de sus contenidos y sus consecuencias en el aprendizaje. El objetivo de este trabajo es analizar cómo se procesa y aprende la información y qué tipo de atención visual se le presta. También se investiga la posible existencia de diferencias de género. Sobre un total de 22 jóvenes se analizan las respuestas de «Eye Tracking» y electroencefalograma (EEG) frente a 15 estímulos de una app de educación en salud. También se analiza el recuerdo y agrado de los estímulos por parte de los sujetos. Las características de las imágenes son evaluadas por expertos. Los resultados indican que existe un patrón de actividad visual diferente entre hombres y mujeres el cual no incide sobre el recuerdo posterior. El recuerdo viene determinado por el valor emocional de la imagen y su simplicidad: las imágenes más complejas absorben más tiempo de fijación visual pero son recordadas menos. Las respuestas del EEG confirman la importancia del aspecto lúdico sobre el recuerdo. La conclusión es que la conducta frente a una app de este tipo se asemeja a la conducta de bajo compromiso propio de la publicidad.

scholarly journals Gender differences: visual attention and attitude toward advertisements

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Juliana Cristina Boscolo ◽  
Jorge Henrique Caldeira Oliveira ◽  
Vishwas Maheshwari ◽  
Janaina de Moura Engracia Giraldi
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Content Type ◽  
Print Advertisements ◽  
Significant Difference ◽  
Quota Sampling ◽  
Tracking Device ◽  
Insight Into ◽  
Structured Questionnaire

PurposeThis study examines the differences between genders in visual attention and attitudes toward different types of advertisements.Design/methodology/approachAn experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was used to evaluate gender differences. In total, 180 students from a public university in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study.FindingsIn the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes toward the advertisements.Research limitations/implicationsBecause it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed or even from a prior observation of this advertisement.Originality/valueThis study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.

scholarly journals Technophobia: Gender differences in the adoption of high-technology consumer products

2016 ◽  
Vol 47 (1) ◽  
pp. 21-28 ◽  
Author(s):  
T. G. Kotzé ◽  
O. Anderson ◽  
K. Summerfield
Keyword(s):  
Gender Differences ◽  
Cognitive Processing ◽  
Perceived Risk ◽  
High Technology ◽  
Digital Age ◽  
Consumer Products ◽  
Daily Lives ◽  
Men And Women ◽  
Technology Products ◽  
Consumer Experiences

The advent of technology has improved consumers’ daily lives; but it has also affected some consumers, by engendering fear of complex technological products. Feelings of anxiety and fear lead to the avoidance of technology; and this fear is known as ‘technophobia’. This study aims to establish whether gender differences in technophobia and the adoption of high-technology consumer products continue to exist in this digital age, or whether things have changed over time. The findings show that women are less optimistic than men; they exhibit higher levels of risk-aversion; and they have higher cognitive-processing than do men – when considering the purchases of high-technology products. The greatest challenge in stimulating the adoption of high-technology products is the perceived risk that a consumer experiences when making a purchasing decision. Although marketers tend to assume that in the modern digital age, men and women are consuming electronics in the same manner, this study shows that this is not necessarily the case; and as a new product is introduced to the market, marketers need to employ differentiating strategies, in order to target both men and women successfully.

scholarly journals Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment

2021 ◽  
Vol 12 ◽  
Author(s):  
Nayeon Kim ◽  
Hyunsoo Lee
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Emotional Arousal ◽  
Retail Environment ◽  
Consumer Responses ◽  
Design Elements ◽  
Total Fixation ◽  
Service Areas ◽  
Visual Merchandising

This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.

Gender differences in airway obstruction in men and women with acromegaly: A longitudinal study

2020 ◽  
Author(s):  
Sylvère Störmann ◽  
Katharina Schilbach ◽  
Felix Amereller ◽  
Angstwurm Matthias W ◽  
Jochen Schopohl
Keyword(s):  
Gender Differences ◽  
Longitudinal Study ◽  
Airway Obstruction ◽  
Men And Women

The Opposition of Surprisal and Semantic Similarity in the Prediction of Language Processing: Evidence from Eye-tracking Data

2020 ◽  
Author(s):  
Kun Sun
Keyword(s):  
Eye Tracking ◽  
Semantic Similarity ◽  
Cognitive Processing ◽  
Language Processing ◽  
Language Comprehension ◽  
Word Processing ◽  
Reading Time ◽  
Computational Models ◽  
Tracking Data ◽  
Dynamic Approach

Expectations or predictions about upcoming content play an important role during language comprehension and processing. One important aspect of recent studies of language comprehension and processing concerns the estimation of the upcoming words in a sentence or discourse. Many studies have used eye-tracking data to explore computational and cognitive models for contextual word predictions and word processing. Eye-tracking data has previously been widely explored with a view to investigating the factors that influence word prediction. However, these studies are problematic on several levels, including the stimuli, corpora, statistical tools they applied. Although various computational models have been proposed for simulating contextual word predictions, past studies usually preferred to use a single computational model. The disadvantage of this is that it often cannot give an adequate account of cognitive processing in language comprehension. To avoid these problems, this study draws upon a massive natural and coherent discourse as stimuli in collecting the data on reading time. This study trains two state-of-art computational models (surprisal and semantic (dis)similarity from word vectors by linear discriminative learning (LDL)), measuring knowledge of both the syntagmatic and paradigmatic structure of language. We develop a `dynamic approach' to compute semantic (dis)similarity. It is the first time that these two computational models have been merged. Models are evaluated using advanced statistical methods. Meanwhile, in order to test the efficiency of our approach, one recently developed cosine method of computing semantic (dis)similarity based on word vectors data adopted is used to compare with our `dynamic' approach. The two computational and fixed-effect statistical models can be used to cross-verify the findings, thus ensuring that the result is reliable. All results support that surprisal and semantic similarity are opposed in the prediction of the reading time of words although both can make good predictions. Additionally, our `dynamic' approach performs better than the popular cosine method. The findings of this study are therefore of significance with regard to acquiring a better understanding how humans process words in a real-world context and how they make predictions in language cognition and processing.

Empathy as moderator of gender differences in Chinese insurance agents' business ethical sensitivity

2017 ◽  
Vol 45 (6) ◽  
pp. 1029-1042 ◽  
Author(s):  
Na Zhang ◽  
Jian Zhang ◽  
Jing Wang
Keyword(s):  
Gender Differences ◽  
Business Ethics ◽  
Research Field ◽  
Ethical Sensitivity ◽  
Men And Women ◽  
Insurance Agents ◽  
Factors Associated ◽  
Ethics Research ◽  
The Relationship ◽  
Insight Into

To expand the business ethics research field, and to increase society's understanding of Chinese insurance agents' business ethics, we investigated how gender differences are related to agents' business ethical sensitivity and whether or not these relationships are moderated by empathy. Through a regression analysis of the factors associated with the business ethical sensitivity of 417 Chinese insurance agents, we found that gender played an important role in affecting business ethical sensitivity, and empathy significantly affected business ethical sensitivity. Furthermore, empathy had a moderating effect on the relationship between gender and business ethical sensitivity. Both men and women with strong empathy scored high on business ethical sensitivity; however, men with strong empathy had higher levels of business ethical sensitivity than did women with little empathy. The findings add to the literature by providing insight into the mechanisms responsible for the benefits of empathy in increasing business ethical sensitivity.

Relasi Gender dalam Keragaman Qira'at

SUHUF ◽  
2015 ◽  
Vol 3 (1) ◽  
pp. 35-50
Author(s):  
Ali Fakhrudin
Keyword(s):  
Gender Differences ◽  
Gender Relations ◽  
Men And Women ◽  
The Many

Knowledge of  qirā’at  until now has only been regarded as under-standing the various methodologies used in reciting the Quran. There has been very little research into analyzing the implications of recitative differences in terms of their purpose, although the many versions of qira’at rightly give rise to differing exegesis. This paper seeks to examine the implication of Qur’anic recitation in those religious verses that concern gender relations. There are many religious verses that address gender differences but this paper only examines verses connected with the opposite sexes shaking hands and permission for women to work outside the home.  This second verse is mentioned because until now there has often been the viewpoint that women ought not work outside the home as long as men and women shake hands at the beginning and end of business matters. For that reason, this paper is very suitable for analysis as a reminder that very rarely is there a person who interprets the Qur’an from an angle of familiarity with various qira’at.

scholarly journals Are there mortality differences between men and women in all types of intracranial hemorrhages: subarachnoid, intraparenchymal and subdural? An analysis of the Spanish population

2020 ◽  
Vol 41 (Supplement_2) ◽  
Author(s):  
J Fernandez De Bobadilla Osorio ◽  
J.R Rey-Blas ◽  
N Gonzalez-Aguado ◽  
B Fuentes ◽  
P Masedo ◽  
...  
Keyword(s):  
Gender Differences ◽  
Subarachnoid Hemorrhage ◽  
Intracranial Hemorrhage ◽  
Epidemiological Data ◽  
Spanish Population ◽  
Subdural Hemorrhage ◽  
Men And Women ◽  
Mediterranean Countries ◽  
Gender And Age ◽  
Relationship Of

Abstract Objectives There are 3 types of intracranial hemorrhage (ICH): 1) subarachnoid hemorrhage (SAH), CIE10:I60; 2) intraparenchymal hemorrhage (IPH), I61 and 3) subdural hemorrhage (SDH) I62. Epidemiological data on this field are scarce in Mediterranean countries. Our goal was to determine whether the relationship of ICH mortality with gender and age was different for the 3 types of HIC. Methods Data were retrospectively obtained from the Spanish National Institute of Statistics. Deaths/100.000 population of SAH, IPH and SDH were assessed for the entire Spanish population since 2008 to 2017 (n=46,527,039). Year 2017 was the last available for analysis. Incidence was analyzed for men and women and for age strata (<1 years of age, 2–10, 11–20, 21–30, 31–40, 41–50, 51–60, 61–70, 71–80; >80). Results In order to fit in the abstract space, only data of 2017 are presented, although years 2008 to 2017 were also analyzed and results were similar. Mortality/100,000 of IPH stayed very low under 40 years of age and then grew exponentially in both, men and women, and was significantly higher for men for all age strata. Mortality of SDH was much lower but behaved in a similar way: exponential growth since 40s and lower incidence in women. SAH behaved differently: it started to be significant since 20 years of age and there were no gender differences. Conclusion Mortality of intraparenchymal and subdural hemorrhage increases exponentially since 40 years of age and is lower in women. On the contrary, mortality of subarachnoid hemorrhage increases earlier and there are no gender differences. Death/100.000 intracranial hemorrhage Funding Acknowledgement Type of funding source: None

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