RESUMO

Understanding users' visual attention on websites is paramount to enhance the browsing experience, such as providing emergent information or dynamically adapting Web interfaces. Existing approaches to accomplish these challenges are generally based on the computation of salience maps of static Web interfaces, while websites increasingly become more dynamic and interactive. This paper proposes a method and provides a proof-of-concept to predict user's visual attention on specific regions of a website with dynamic components. This method predicts the regions of a user's visual attention without requiring a constant recording of the current layout of the website, but rather by knowing the structure it presented in a past period. To address this challenge, the concept of visit intention is introduced in this paper, defined as the probability that a user, while browsing, will fixate their gaze on a specific region of the website in the next period. Our approach uses the gaze patterns of a population that browsed a specific website, captured via an eye-tracker device, to aid personalized prediction models built with individual visual kinetics features. We show experimentally that it is possible to conduct such a prediction through multilabel classification models using a small number of users, obtaining an average area under curve of 84.3%, and an average accuracy of 79%. Furthermore, the user's visual kinetics features are consistently selected in every set of a cross-validation evaluation.

RESUMO

Nosso estudo, fruto de uma parceria internacional, buscou aferir a importância dada por 23 leitores ao nome do veículo de publicação de quatro diferentes textos sobre temas de saúde, utilizando uma metodologia inovadora no campo de estudo acadêmico da divulgação científica ­ um rastreador ocular. Com ele, é possível mapear a cada instante o olhar do leitor e os pontos de fixação do olho sobre o texto, indicando a atenção do leitor. Apesar de o local de publicação ser considerado um critério importante de credibilidade da informação, nossos resultados, a partir da análise de 35.394 medições de fixações aferidas pelo rastreador ocular, indicam a pouca importância dada ao nome do veículo de publicação, ainda que o texto apresente características de notícias falsas.

Our study, the result of an international partnership, sought to assess the importance given by 23 readers to the name of the publication source for four different texts on health topics, using an innovative methodology in the academic study field of scientific communication ­ an eye tracker. With an eye tracker, it is possible to map at every moment the reader's eyes and points of fixation of the eye on the text, indicating the reader's attention. Although the source of publication is considered an important criterion for the credibility of the information, our results, from the analysis of 35,394 measurements of fixations measured by the eye tracker, indicate the little importance given to the name of the publication source, even though the text presents fake news characteristics.

Nuestro estudio, resultado de una colaboracion internacional, buscó evaluar la importancia que le dan 23 lectores al nombre del vehículo de publicación de cuatro textos diferentes sobre temas de salud, utilizando una metodología innovadora en el campo de estudio académico de la divulgación científica ­ un seguidor ocular. Con él, es posible mapear en todo momento los ojos del lector y los puntos de fijación de la mirada sobre el texto, indicando la atención del lector. Si bien el lugar de publicación se considera un criterio importante para la credibilidad de la información, nuestros resultados, del análisis de 35.394 medidas de fijaciones medidas por el seguidor ocular, indican la poca importancia que se le da al nombre del vehículo de publicación, aunque que el texto presenta características de noticias falsas.

Assuntos

RESUMO

Price is considered one of the most important attributes in consumer's choice. On the other hand, consumer's knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers' perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers' responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention.

RESUMO

Uno de los aspectos afectados en la Enfermedad de Alzheimer es el lenguaje. La naturaleza y manifestaciones de estas dificultades se relacionan con la forma como los pacientes con EA perciben y comprenden el mundo que les rodea. En la presente investigación se analizaron las fijaciones visuales de siete pacientes con EA y sus controles durante tareas de percepción de escenas estáticas y dinámicas (imagen y video respectivamente). De igual forma se analizó una muestra de lenguaje producida por los pacientes al narrar el evento dinámico. Los resultados indican diferencias significativas en cuanto a la búsqueda visual, en la cual el grupo con EA presento disminución de la velocidad. En tareas de rastreo se evidencia que las personas con EA identifican menos elementos en una imagen realizando menos fijaciones, con estrategias de exploración poco eficientes. En cuanto al evento dinámico, el rastreo visual fue similar entre los dos grupos sin embargo la expresión lingüística de lo observado está afectada en el grupo con EA revelando la relación de la percepción y el lenguaje ya que a pesar de observar los eventos dentro de una escena en movimiento, estos no son recobrados posteriormente para ser expresados lingüísticamente. Estos resultados tienen importantes implicaciones tanto en la identificación de la naturaleza de las dificultades lingüísticas en la EA como en el manejo de la misma.

One of the aspects affected by AD is the language. The nature and manifestations of the difficulties on it. Are closely related with the way in which AD patients perceive and understand the world that surrounds them. This research analyzed the perception of images and a scene in motion as static and dynamic events, observing the relationship perception-language, in a sample of seven patients with AD and their respective controls. In the same way we explored a sample of language produced by patients telling the dynamic event. The results indicated significant differences in visual search, in which for the group with AD the speed decreased. In scan tasks is evidence that people with AD identified fewer elements in an image made less fixations with ineffective exploration strategies. On the Boston tests image "Theft Cookie", visual fixation parameters were similar to the control group. As for the dynamic event, the visual tracking was similar between the two groups but the linguistic expression of what is observed is affected in the group with AD revealing the relationship between perception and language as though watching the events within a moving scene, these are not subsequently recovered to be expressed linguistically. These results have important implications in identifying the nature of language difficulties in AD and in the fonoaudiological evaluation and subsequent treatment

RESUMO

This article aims to demonstrate the utilities of Matlab (MATrix LABoratory) and eye-tracker for research in psychophysics and basic processes. We first introduce its origin, functioning, and advantages over other programs, and then we review different applications of Matlab in psychophysical tests involving eye-trackers. As an example, we present the development of a psychophysical test involving eye-tracker and Matlab, showing its ability to communicate and interact with other devices and programming languages. Finally, we emphasize the advantages and difficulties of working with Matlab.(AU).

Esse artigo teve como objetivo demonstrar a funcionalidade e capacidade do Matlab (MATrix LABoratory) e rastreamento de movimentos oculares (eye-tracker) para pesquisas em psicofísica e processos básicos. Para isso é apresentado primeiramente os fundamentos da criação e funcionamento do Matlab e suas vantagens sobre outros softwares. Em seguida são apresentadas diferentes aplicações do Matlab em testes psicofísicos com rastreadores de movimentos oculares (eyetracker). Também é apresentada a criação de um teste psicofísico em Matlab para umeyetracker e sua capacidade de se comunicar/interagir com outras linguagens. Por fim, são enfatizadas as vantagens e dificuldades de se trabalhar com esse tipo de ferramenta.(AU)

El objetivo principal de este trabajo fue exponer algunas de las aplicaciones que tiene el software Mat-lab (MATrix LABoratory) yEyetracker en las investigaciones con psicofísica y procesos básicos. Para alcanzar este objetivo, el artículo se organiza en cuatro secciones. La primera aborda los aspectos básicos de la creación y gestión del software. La segunda sección expone sus diferentes aplicaciones en las pruebas psicofísicas. La tercera parte muestra un ejemplo de cómo crear una prueba psicofísica con eye-tracker programado por Matlab. Por último, se destacan las ventajas y dificultades de trabajar con este software.(AU)

Assuntos

RESUMO

This article aims to demonstrate the utilities of Matlab (MATrix LABoratory) and eye-tracker for research in psychophysics and basic processes. We first introduce its origin, functioning, and advantages over other programs, and then we review different applications of Matlab in psychophysical tests involving eye-trackers. As an example, we present the development of a psychophysical test involving eye-tracker and Matlab, showing its ability to communicate and interact with other devices and programming languages. Finally, we emphasize the advantages and difficulties of working with Matlab.

Esse artigo teve como objetivo demonstrar a funcionalidade e capacidade do Matlab (MATrix LABoratory) e rastreamento de movimentos oculares (eye-tracker) para pesquisas em psicofísica e processos básicos. Para isso é apresentado primeiramente os fundamentos da criação e funcionamento do Matlab e suas vantagens sobre outros softwares. Em seguida são apresentadas diferentes aplicações do Matlab em testes psicofísicos com rastreadores de movimentos oculares (eyetracker). Também é apresentada a criação de um teste psicofísico em Matlab para umeyetracker e sua capacidade de se comunicar/interagir com outras linguagens. Por fim, são enfatizadas as vantagens e dificuldades de se trabalhar com esse tipo de ferramenta.

El objetivo principal de este trabajo fue exponer algunas de las aplicaciones que tiene el software Mat-lab (MATrix LABoratory) y Eyetracker en las investigaciones con psicofísica y procesos básicos. Para alcanzar este objetivo, el artículo se organiza en cuatro secciones. La primera aborda los aspectos básicos de la creación y gestión del software. La segunda sección expone sus diferentes aplicaciones en las pruebas psicofísicas. La tercera parte muestra un ejemplo de cómo crear una prueba psicofísica con eye-tracker programado por Matlab. Por último, se destacan las ventajas y dificultades de trabajar con este software.

Assuntos