scholarly journals Cómo crear "packagings" que atraigan al cerebro del consumidor: una investigación de neurodiseño de "packaging"

2021 ◽  
pp. 39-67
Author(s):  
Ubaldo Cuesta Cambra
Keyword(s):  
Facial Expression ◽  
Eye Tracking ◽  
Top Down ◽  
Bottom Up

Este trabajo ha obtenido un accésit del Premio Estudios Financieros 2020 en la modalidad de Marketing y Publicidad. La importancia del packaging es extraordinaria: representa la «conexión visual, cognitiva y emocional» entre el producto, la marca y el cliente. En un entorno visualmente tan competitivo, captar la atención inconsciente del consumidor es esencial. Esta investigación muestra, mediante una investigación aplicada en neurodiseño de packaging, cómo emplear los conceptos y herramientas fundamentales para colaborar con los diseñadores, proporcionando los datos necesarios para decidir sobre cuatro packagings. Estos cuatro estímulos son analizados a partir de las variables de atención bottom up (inconscientes) y top down (conscientes) más relevantes a la hora de definir un packaging: recorrido visual y áreas de interés (mediante eye-tracking), engagement y compromiso (mediante facial expression: Affectiva), arousal provocado por el estímulo (mediante respuesta dermoeléctrica: GSR), test de elección rápida forzada (pick-up forzado) y cuestionario de motivos de compra. Los resultados suponen una importante aportación técnica y metodológica para el área del neuromarketing y el neurodiseño.

scholarly journals Spared bottom-up but impaired top-down interactive effects during naturalistic language processing in schizophrenia: evidence from the visual-world paradigm

2018 ◽  
Vol 49 (08) ◽  
pp. 1335-1345 ◽  
Author(s):  
Hugh Rabagliati ◽  
Nathaniel Delaney-Busch ◽  
Jesse Snedeker ◽  
Gina Kuperberg
Keyword(s):  
Eye Tracking ◽  
Real Time ◽  
Language Processing ◽  
Interactive Effects ◽  
Top Down ◽  
Visual World ◽  
Bottom Up ◽  
Lexical Representations ◽  
Spoken Language Processing ◽  
Level Information

AbstractBackgroundPeople with schizophrenia process language in unusual ways, but the causes of these abnormalities are unclear. In particular, it has proven difficult to empirically disentangle explanations based on impairments in the top-down processing of higher level information from those based on the bottom-up processing of lower level information.MethodsTo distinguish these accounts, we used visual-world eye tracking, a paradigm that measures spoken language processing during real-world interactions. Participants listened to and then acted out syntactically ambiguous spoken instructions (e.g. ‘tickle the frog with the feather’, which could either specify how to tickle a frog, or which frog to tickle). We contrasted how 24 people with schizophrenia and 24 demographically matched controls used two types of lower level information (prosody and lexical representations) and two types of higher level information (pragmatic and discourse-level representations) to resolve the ambiguous meanings of these instructions. Eye tracking allowed us to assess how participants arrived at their interpretation in real time, while recordings of participants’ actions measured how they ultimately interpreted the instructions.ResultsWe found a striking dissociation in participants’ eye movements: the two groups were similarly adept at using lower level information to immediately constrain their interpretations of the instructions, but only controls showed evidence of fast top-down use of higher level information. People with schizophrenia, nonetheless, did eventually reach the same interpretations as controls.ConclusionsThese data suggest that language abnormalities in schizophrenia partially result from a failure to use higher level information in a top-down fashion, to constrain the interpretation of language as it unfolds in real time.

scholarly journals Spatial thinking from a different view: Disentangling top-down and bottom-up processes using eye tracking

2020 ◽  
Vol 2 (1) ◽  
pp. 138-212
Author(s):  
Benedict C. O. F. Fehringer
Keyword(s):  
Eye Tracking ◽  
Cognitive Processing ◽  
Difficulty Level ◽  
Spatial Thinking ◽  
Short Version ◽  
Test Model ◽  
Top Down ◽  
Bottom Up ◽  
Gaze Fixation ◽  
Processing Steps

AbstractThe goal of the present study was to investigate the potential of gaze fixation patterns to reflect cognitive processing steps during test performance. Gaze movements, however, can reflect top-down and bottom-up processes. Top-down processes are the cognitive processing steps that are necessary to solve a certain test item. In contrast, bottom-up processes may be provoked by varying visual features that are not related to the item solution. To disentangle top-down and bottom-up processes in the context of spatial thinking, a new test (R-Cube-Vis Test) was developed and validated explicitly for the usage of eye tracking in three studies as long and short version. The R-Cube-Vis Test measures visualization and is conform to the linear logistic test model with six difficulty levels. All items of one level demand the same transformation steps to solve an item. The R-Cube-Vis Test was then utilized to investigate different gaze-fixation-based indicators to identify top-down and bottom-up processes. Some of the indicators were also able to predict the correctness of the answer of a single item. Gaze-related measures have a high potential to reveal cognitive processing steps during solving an item of a given difficulty level, if top-down and bottom-up processes can be segregated.

scholarly journals Leitura de gráficos de setores e compreensão multimodal

Letrônica ◽  
2020 ◽  
Vol 13 (4) ◽  
pp. e37524
Author(s):  
Erica dos Santos Rodrigues ◽  
Antonio João Carvalho Ribeiro
Keyword(s):  
Eye Tracking ◽  
Top Down ◽  
Bottom Up

Este estudo insere-se no esforço que se tem empreendido para explorar as bases da compreensão multimodal, abordando, aqui, a interferência de variáveis top-down e bottom-up na compreensão de gráficos de setores (popularmente, gráficos de pizza). Sondou-se, especificamente, o papel do título (diretivo vs. não diretivo) e o da posição da legenda (à esquerda vs. à direita da pizza) durante a leitura de uma série de gráficos por um grupo de 40 estudantes universitários. Foram monitorados os movimentos oculares e as fixações do olhar dos participantes em um experimento de eye tracking, a partir do qual obtiveram-se dados significativos de custo de processamento ao integrar as informações visuais e do título. Os achados experimentais foram brevemente discutidos à luz de aspectos dos modelos teóricos de compreensão de gráficos (ACARTÜRK, 2010; PINKER, 1990) bem como de princípios cognitivos a observar na produção de gráficos (KOSSLYN, 2006).

Psychology and Culture: Top Down Versus Bottom Up?

PsycCRITIQUES ◽  
2005 ◽  
Vol 50 (19) ◽  
Author(s):  
Michael Cole
Keyword(s):  
Top Down ◽  
Bottom Up
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