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Using eye-tracking to detect reading difficulties

Luegi, Paula; Costa, Armanda; Faria, Isabel
Fonte: Repositório Científico Lusófona Publicador: Repositório Científico Lusófona
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
36.16%
Taking into account the study of Luegi (2006), where eye movements of 20 Portuguese university students while reading text passages were analyzed, in this article we discuss some methodological issues concerning eye tracking measures to evaluate reading difficulties. Relating syntactic complexity, grammaticality and ambiguity to eye movements, we will discuss the use of many different dependent variables that indicate the immediate and delayed processes in text processing. We propose a new measure that we called Progression-Path which permits analyzing, in the critical region, what happens when the reader proceeds on the sentence instead of going backwards to solve a problem that s/he found (which is the most common expected behavior but not the only one, as is illustrated by some of our examples).

Using eye-tracking to study anaphoric relations processing in European Portuguese

Costa, Armanda; Matos, Gabriela; Luegi, Paula
Fonte: Repositório Científico Lusófona Publicador: Repositório Científico Lusófona
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
35.94%
In this study we evaluate processing costs of different types of anaphoric expressions during reading. We consider three types of anaphoric expressions in Subject sentential position: a null pronoun (pro), and two gaps produced by syntactic movement: a WHvariable and a NP copy. Given that coreferential pro exhibits more referential weight than wh- and NP-gaps, and grounded on theories of referential processing based on relations of hierarchy and accessibility of the antecedent, we raise the hypothesis that the more dependent on its antecedent the anaphoric null constituent is, and the more minimal is the distance in terms of hierarchical structure between the anaphoric null element and its antecedent, the lower are the cognitive costs in processing. To test our hypothesis, we registered the eye movements with R6-HS ASL system of 20 Portuguese adult native speakers. Text regions including the selected anaphoric expressions were delimited and tagged. We analyzed the reading time of each region taking into account the number and duration of eye fixations per region; we used the reading time by character in milliseconds in order to compare values between regions of different length. We found a significant advantage in the reading time of the gaps arising from movement over the reading time of pro.

Rastreamento de componentes conexas em vídeo 3D para obtenção de estruturas tridimensionais; Tracking of connected components from 3D video in order to obtain tridimensional structures

Pires, David da Silva
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 17/08/2007 PT
Relevância na Pesquisa
36.03%
Este documento apresenta uma dissertação sobre o desenvolvimento de um sistema de integração de dados para geração de estruturas tridimensionais a partir de vídeo 3D. O trabalho envolve a extensão de um sistema de vídeo 3D em tempo real proposto recentemente. Esse sistema, constituído por projetor e câmera, obtém imagens de profundidade de objetos por meio da projeção de slides com um padrão de faixas coloridas. Tal procedimento permite a obtenção, em tempo real, tanto do modelo 2,5 D dos objetos quanto da textura dos mesmos, segundo uma técnica denominada luz estruturada. Os dados são capturados a uma taxa de 30 quadros por segundo e possuem alta qualidade: resoluções de 640 x 480 pixeis para a textura e de 90 x 240 pontos (em média) para a geometria. A extensão que essa dissertação propõe visa obter o modelo tridimensional dos objetos presentes em uma cena por meio do registro dos dados (textura e geometria) dos diversos quadros amostrados. Assim, o presente trabalho é um passo intermediário de um projeto maior, no qual pretende-se fazer a reconstrução dos modelos por completo, bastando para isso apenas algumas imagens obtidas a partir de diferentes pontos de observação. Tal reconstrução deverá diminuir a incidência de pontos de oclusão (bastante comuns nos resultados originais) de modo a permitir a adaptação de todo o sistema para objetos móveis e deformáveis...

Reconhecimento de texto e rastreamento de objetos 2D/3D; Text recognition and 2D/3D object tracking

Rodrigo Minetto
Fonte: Biblioteca Digital da Unicamp Publicador: Biblioteca Digital da Unicamp
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 19/03/2012 PT
Relevância na Pesquisa
56.54%
Nesta tese abordamos três problemas de visão computacional: (1) detecção e reconhecimento de objetos de texto planos em imagens de cenas reais; (2) rastreamento destes objetos de texto em vídeos digitais; e (3) o rastreamento de um objeto tridimensional rígido arbitrário com marcas conhecidas em um vídeo digital. Nós desenvolvemos, para cada um dos problemas, algoritmos inovadores, que são pelo menos tão precisos e robustos quanto outros algoritmos estado-da-arte. Especificamente, para reconhecimento de texto nós desenvolvemos (e validamos extensivamente) um novo descritor de imagem baseado em HOG especializado para escrita romana, que denominamos T-HOG, e mostramos sua contribuição como um filtro em um detector de texto (SNOOPERTEXT). Nós também melhoramos o algoritmo SNOOPERTEXT através do uso da técnica multiescala para tratar caracteres de tamanhos bastante variados e limitar a sensibilidade do algoritmo a vários artefatos. Para rastreamento de texto, nós descrevemos quatro estratégias básicas para combinar a detecção e o rastreamento de texto, e desenvolvemos também um rastreador específico baseado em filtro de partículas que explora o uso do reconhecedor T-HOG. Para o rastreamento de objetos rígidos...

Reconhecimento de palavras e velocidade de leitura de texto : um estudo com medidas repetidas no ensino primário

Lopes, João A.; Filipe, Carminda Sofia Fernandes; Moniz, António Vargas
Fonte: Sociedade Portuguesa de Psicologia Publicador: Sociedade Portuguesa de Psicologia
Tipo: Artigo de Revista Científica
Publicado em //2014 POR
Relevância na Pesquisa
26.27%
De entre os diversos processos envolvidos na velocidade com que os sujeitos lêem textos apropriados à idade, o reconhecimento individual de palavras parece desempenhar um papel de especial relevo. Neste trabalho, é apresentado um estudo sobre a relação entre o reconhecimento de palavras isoladas com tipologias específicas (palavras frequentes, palavras raras, pseudopalavras, palavras regulares e palavras irregulares) e a velocidade de leitura de texto em três momentos ao longo do tempo. Participaram no estudo 92 alunos do 1.º e do 2.º ano de escolaridade. As crianças foram avaliadas no final do 1.º ano de escolaridade, a meio do 2.º ano de escolaridade e no final do 2.º ano. De uma forma geral, os resultados evidenciaram que a velocidade de leitura de palavras isoladas constitui um excelente preditor da velocidade de leitura de texto nos diferentes momentos de avaliação. Contudo, a evidência quanto ao valor preditivo da velocidade de leitura de um tipo específico de palavras relativamente à velocidade da leitura de texto é equívoco. Subsidiariamente, a análise da estabilidade (tracking) das mudanças intraindividuais nas diferenças interindividuais, no que diz respeito à velocidade de leitura de texto, permitiu determinar que os valores iniciais de desempenho na velocidade de leitura de texto condicionam os valores finais da velocidade leitora...

Marky : a lightweight web tracking tool for document annotation

Pérez-Pérez, Martín; Glez-Peña, Daniel; Fdez-Riverola, Florentino; Lourenço, Anália
Fonte: Springer Publicador: Springer
Tipo: Artigo de Revista Científica
Publicado em //2014 ENG
Relevância na Pesquisa
36.23%
Document annotation is an elementary task in the development of Text Mining applications, notably in defining the entities and relationships that are relevant to a given domain. Many annotation software tools have been implemented. Some are particular to a Text Mining framework while others are typical stand-alone tools. Regardless, most development efforts were driven to basic functionality, i.e. performing the annotation, and to interface, making sure operation was intuitive and visually appellative. The deployment of large-scale annotation jamborees and projects showed the need for additional features regarding inter- and intra-annotation management. Therefore, this paper presents Marky, a new Web-based document annotation tool that integrates a highly customisable annotation environment with a robust project management system. Novelty lays on the annotation tracking system, which supports per user and per round annotation change tracking and thus, enables automatic annotation correction and agreement analysis.

Do Personally Tailored Videos in a Web-Based Physical Activity Intervention Lead to Higher Attention and Recall? – An Eye-Tracking Study

Alley, Stephanie; Jennings, Cally; Persaud, Nayadin; Plotnikoff, Ronald C.; Horsley, Mike; Vandelanotte, Corneel
Fonte: Frontiers Media S.A. Publicador: Frontiers Media S.A.
Tipo: Artigo de Revista Científica
Publicado em 12/02/2014 EN
Relevância na Pesquisa
26.21%
Over half of the Australian population does not meet physical activity guidelines and has an increased risk of chronic disease. Web-based physical activity interventions have the potential to reach large numbers of the population at low-cost, however issues have been identified with usage and participant retention. Personalized (computer-tailored) physical activity advice delivered through video has the potential to address low engagement, however it is unclear whether it is more effective in engaging participants when compared to text-delivered personalized advice. This study compared the attention and recall outcomes of tailored physical activity advice in video- vs. text-format. Participants (n = 41) were randomly assigned to receive either video- or text-tailored feedback with identical content. Outcome measures included attention to the feedback, measured through advanced eye-tracking technology (TobiiX 120), and recall of the advice, measured through a post intervention interview. Between group ANOVA’s, Mann–Whitney U tests and chi square analyses were applied. Participants in the video-group displayed greater attention to the physical activity feedback in terms of gaze-duration on the feedback (7.7 vs. 3.6 min, p < 001)...

Using Eye Movements to Evaluate the Cognitive Processes Involved in Text Comprehension

Raney, Gary E.; Campbell, Spencer J.; Bovee, Joanna C.
Fonte: MyJove Corporation Publicador: MyJove Corporation
Tipo: Artigo de Revista Científica
Publicado em 10/01/2014 EN
Relevância na Pesquisa
26.21%
The present article describes how to use eye tracking methodologies to study the cognitive processes involved in text comprehension. Measuring eye movements during reading is one of the most precise methods for measuring moment-by-moment (online) processing demands during text comprehension. Cognitive processing demands are reflected by several aspects of eye movement behavior, such as fixation duration, number of fixations, and number of regressions (returning to prior parts of a text). Important properties of eye tracking equipment that researchers need to consider are described, including how frequently the eye position is measured (sampling rate), accuracy of determining eye position, how much head movement is allowed, and ease of use. Also described are properties of stimuli that influence eye movements that need to be controlled in studies of text comprehension, such as the position, frequency, and length of target words. Procedural recommendations related to preparing the participant, setting up and calibrating the equipment, and running a study are given. Representative results are presented to illustrate how data can be evaluated. Although the methodology is described in terms of reading comprehension, much of the information presented can be applied to any study in which participants read verbal stimuli.

Text Messaging as an Adjunct to CBT in Low-Income Populations: A Usability and Feasibility Pilot Study

Aguilera, Adrian; Muñoz, Ricardo F.
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
26.37%
This article outlines the development and usability–feasibility testing of an automated text-messaging adjunct to cognitive– behavioral therapy (CBT) for depression in a public sector clinic serving low-income patients. The text-messaging adjunct is aimed at increasing homework adherence, improving self-awareness, and helping track patient progress. Daily text messages were sent to patients, inquiring about their mood. Additional daily messages corresponded to themes of a manualized group CBT intervention. These included (1) thought tracking (both positive and negative), (2) tracking of pleasant activities, (3) tracking of positive and negative contacts, and (4) tracking of physical well-being. We tested the adjunct in 2 CBT groups (1 English & 1 Spanish) consisting of 12 patients total during and after treatment. Participants responded at a rate of 65% to text messages, and they reported overall positive experiences. We propose that text messaging has the potential to improve mental health care broadly, and among low-income populations specifically, with cost-effective means.

An engineering vector-like approach to attitude kinematics & nominal attitude state tracking control

Pece, Carlos Alessandro Zanetti
Fonte: Curitiba Publicador: Curitiba
Tipo: Tese de Doutorado
ENG
Relevância na Pesquisa
26.14%
In dealing with rigid body three-dimensional rotational motion, one is inevitably led to face the fact that rotations are not vector quantities. They may, however, be treated as such when the angle of rotation is (very) small. In this context, i.e. the infinitesimal case analysis, the time derivatives of the rotation variables hold simple (sometimes vector-like) relationships to the components of the angular velocity vector. Conventionally, this distinctive characteristic cannot be associated with general moderate-to-large rotations. In this thesis, it is demonstrated that the kinematical differential relationship between the rotation vector and the angular velocity vector may, in fact, be expressed in terms of a mere time derivative, provided that the angle of rotation is kept within moderate bounds. The key to achieve such simplicity in the kinematical equation (linear attitude kinematics) within moderate angles of rotation is a judicious choice of the basis from which the time derivative is observed. This result is used to advantage within a generalised version of Euler’s motion equations to construct a simple control law, which nominally realises both linear attitude tracking and linear angular velocity tracking (nominal linear attitude state tracking)...

Niger - Public Expenditure Tracking Survey : Education and Health - Main Report

World Bank
Fonte: World Bank Publicador: World Bank
Relevância na Pesquisa
36.12%
The objective of the first Public Expenditure Tracking Survey (PETS) for Niger is to increase understanding of the link between public spending and service delivery at the facility level in order to contribute to improving the effectiveness and accountability in the use of public funds. Specifically, this PETS focuses on identifying the discrepancies, inefficiencies and delays in public spending execution for selected expenditures in the education and health sectors. The medium to long term goal of these PETS is to launch a process aimed at continuous improvements in public expenditure efficiency and equity by focusing on capacity building in this area in the ministries of education and health and in the Institute of National Statistics (INS). The main challenge faced by a tracking survey in a country like Niger is the availability and accuracy of records keeping. The Niger PETS highlights a general lack of systematic information recording. The quality of records in the education sector is low and data often incomplete. This is especially a problem when a higher level agency distributes resources to lower level agencies. The absence of downstream records indicates a lack of systems for downward accountability and can facilitate the diversion of resources. This compares unfavorably with a country such as Ghana...

Niger - Public Expenditure Tracking Survey : Education and Health - Survey Questionnaire

World Bank
Fonte: World Bank Publicador: World Bank
Relevância na Pesquisa
36.12%
The objective of the first Public Expenditure Tracking Survey (PETS) for Niger is to increase understanding of the link between public spending and service delivery at the facility level in order to contribute to improving the effectiveness and accountability in the use of public funds. Specifically, this PETS focuses on identifying the discrepancies, inefficiencies and delays in public spending execution for selected expenditures in the education and health sectors. The medium to long term goal of these PETS is to launch a process aimed at continuous improvements in public expenditure efficiency and equity by focusing on capacity building in this area in the ministries of education and health and in the Institute of National Statistics (INS). The main challenge faced by a tracking survey in a country like Niger is the availability and accuracy of records keeping. The Niger PETS highlights a general lack of systematic information recording. The quality of records in the education sector is low and data often incomplete. This is especially a problem when a higher level agency distributes resources to lower level agencies. The absence of downstream records indicates a lack of systems for downward accountability and can facilitate the diversion of resources. This compares unfavorably with a country such as Ghana...

Multimedia transaction tracking from a mutual distrust perspective.

Wong, Angela S. L.
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado
Publicado em //2007
Relevância na Pesquisa
35.94%
In this thesis, we present a novel, elegant and simple method for secure transaction authentication and non-repudiation for trading multimedia content. Multimedia content can be video, images, text documents, music, or any form of digital signal, however here we will focus particular on still images with application to video. We will provide proof that not only can receiving parties within a transaction be untrustworthy, but the owner, or members within an owning party, also cannot be trusted. Known as the insider attack, this attack is particularly prevalent in multimedia transactions. Thus the focus of the thesis is on the prevention of piracy, with particular emphasis on the case where the owner of a document is assumed to be capable of deceit, placing the system under the assumption of mutual distrust. We will introduce a concept called staining, which will be used to achieve authentication and non-repudiation. Staining is composed of two key components: (1) public-key cryptography; and (2) steganographic watermarking. The idea is to watermark a multimedia document after encryption, thereby introducing a stain on the watermark. This stain is due to the non-commutative nature of the scheme, so that decryption will be imperfect, leaving a residue of the cryptographic process upon the watermark. Essentially...

The development and assessment of the semantic fields model of visual salience.

Stone, Benjamin
Fonte: Universidade de Adelaide Publicador: Universidade de Adelaide
Tipo: Tese de Doutorado
Publicado em //2010
Relevância na Pesquisa
26.12%
The present thesis describes the development and assessment of the Semantic Fields Model of visual salience. The Semantic Fields model provides estimates of visual salience in relation to goal-oriented Web site search tasks. The development and assessment of this model is reported over seven studies that are presented in two journal articles and two peer-reviewed conference papers. In Paper 1 (N=50), pupil dilation is validated as a measure of cognitive load for use in later studies. While it has been found previously that a participant’s pupil dilation will be larger during more complex tasks, these experiments have not generally been conducted under the environmental condition of light radiated from a computer monitor. The findings of this experiment indicate that computer monitor radiance in our experimental setting did not interfere with the ability to discriminate successfully between task-related pupil dilation. Paper 2 (N=49) introduces the Semantic Fields model for estimating the visual salience of different areas displayed on a Web page. Latent Semantic Analysis and the Touchstone Applied Science Associates (TASA) corpus were used to calculate Semantic Field values for any (x, y) coordinate point on a Web page based on the structure of that Web page. These Semantic Field values were then used to estimate eye-tracking data that was collected from participants’ goal-oriented search tasks on a total of 1842 Web pages. Semantic Field values were found to predict the participants’ eye-tracking data. In Paper 3 (N=100)...

Facilitating and inhibiting learning by the spatial contiguity of text and graphic: How does cognitive load mediate the split-attention and expertise reversal effect?; Der Einfluss räumlicher Kontiguität zwischen Text und Bild auf den Wissenserwerb: Wie vermittelt kognitive Beanspruchung den Split-Attention und Expertise-Reversal Effekt?

Cierniak, Gabriele
Fonte: Universidade de Tubinga Publicador: Universidade de Tubinga
Tipo: Dissertação
EN
Relevância na Pesquisa
36.38%
In instructional design research, which comprises also multimedia learning, two instructional design effects have gained researchers’ attention for several years that led to two design principles: First, numerous studies showed a split-attention effect, that is, students with a spatially integrated format of graphic and corresponding text had higher learning outcomes than students with a separated format of text and graphic. These findings led to the spatial contiguity principle that recommends avoiding a format that spatially separates graphic and corresponding text and suggests a spatially integrated format of text and graphic. Second, first studies showed that learners’ prior knowledge plays an important role in how successfully students learn with integrated or separated multimedia materials. According to these findings high knowledgeable students (should) benefit equally well or even more from spatially separated than integrated multimedia formats. These findings are subsumed under the term expertise reversal effect and led to the individual difference and/or prior knowledge principle. The split-attention as well as the expertise reversal effect is explained within the frameworks of Cognitive Load Theory (CLT; Sweller, van Merrienboer...

Stereo-Based Head Pose Tracking Using Iterative Closest Point and Normal Flow Constraint

Morency, Louis-Philippe
Fonte: MIT - Massachusetts Institute of Technology Publicador: MIT - Massachusetts Institute of Technology
Formato: 60 p.; 5276045 bytes; 2896854 bytes; application/postscript; application/pdf
EN_US
Relevância na Pesquisa
26.18%
In this text, we present two stereo-based head tracking techniques along with a fast 3D model acquisition system. The first tracking technique is a robust implementation of stereo-based head tracking designed for interactive environments with uncontrolled lighting. We integrate fast face detection and drift reduction algorithms with a gradient-based stereo rigid motion tracking technique. Our system can automatically segment and track a user's head under large rotation and illumination variations. Precision and usability of this approach are compared with previous tracking methods for cursor control and target selection in both desktop and interactive room environments. The second tracking technique is designed to improve the robustness of head pose tracking for fast movements. Our iterative hybrid tracker combines constraints from the ICP (Iterative Closest Point) algorithm and normal flow constraint. This new technique is more precise for small movements and noisy depth than ICP alone, and more robust for large movements than the normal flow constraint alone. We present experiments which test the accuracy of our approach on sequences of real and synthetic stereo images. The 3D model acquisition system we present quickly aligns intensity and depth images...

TextLuas: Tracking and Visualizing Document and Term Clusters in Dynamic Text Data

Greene, Derek; Archambault, Daniel; Belák, Václav; Cunningham, Pádraig
Fonte: Universidade Cornell Publicador: Universidade Cornell
Tipo: Artigo de Revista Científica
Publicado em 03/11/2014
Relevância na Pesquisa
26.28%
For large volumes of text data collected over time, a key knowledge discovery task is identifying and tracking clusters. These clusters may correspond to emerging themes, popular topics, or breaking news stories in a corpus. Therefore, recently there has been increased interest in the problem of clustering dynamic data. However, there exists little support for the interactive exploration of the output of these analysis techniques, particularly in cases where researchers wish to simultaneously explore both the change in cluster structure over time and the change in the textual content associated with clusters. In this paper, we propose a model for tracking dynamic clusters characterized by the evolutionary events of each cluster. Motivated by this model, the TextLuas system provides an implementation for tracking these dynamic clusters and visualizing their evolution using a metro map metaphor. To provide overviews of cluster content, we adapt the tag cloud representation to the dynamic clustering scenario. We demonstrate the TextLuas system on two different text corpora, where they are shown to elucidate the evolution of key themes. We also describe how TextLuas was applied to a problem in bibliographic network research.; Comment: 21 page version

The reception of subtitled colloquial language in Catalan : en eye-tracking exploratory study

Anna Fernández-Torné; Matamala, Anna; Vilaró Soler, Anna
Fonte: Universidade Autônoma de Barcelona Publicador: Universidade Autônoma de Barcelona
Tipo: Artigo de Revista Científica Formato: application/pdf; text/html
Publicado em //2014 ENG
Relevância na Pesquisa
35.94%
Usually, colloquial oral features in audiovisual fiction disappear when the oral language is transferred into written text by means of interlingual subtitles. Expressive devices and colloquial items are often omitted for the sake of condensation; standard forms generally substitute non-standard units; and grammatical mistakes are often corrected. However, not all the agents involved in the subtitling industry tackle this issue in the same way. For instance, at the Catalan Television (TVC), there has been an internal debate concerning the use of non-standard forms in subtitles, particularly concerning colloquial pronominal clitics. Moving away from this debate, by using eyetracking technologies and questionnaires, this exploratory study aims to investigate whether using non-standard colloquial pronominal clitics instead of standard pronominal clitics alters the reception of the audiovisual product, and whether this approach is effective in transmitting the colloquial flavour of the dialogues.

A computational model of eye guidance, searching for text in real scene images

Clavelli, Antonio; Boccignone, Giuseppe; Lladós, Josep
Fonte: [Barcelona] : Universitat Autònoma de Barcelona, Publicador: [Barcelona] : Universitat Autònoma de Barcelona,
Tipo: Tesis i dissertacions electròniques; info:eu-repo/semantics/doctoralThesis; info:eu-repo/semantics/publishedVersion Formato: application/pdf
Publicado em //2014 ENG
Relevância na Pesquisa
26.57%
La cerca d'objectes de text en imatges d'escena reals és un problema obert i una àrea de cerca molt activa la visió per computador. S'han proposat un gran nombre de mètodes basats en l'extensió dels mètodes des de l'anàlisi de documents o inspirat en mètodes de detecció d'objectes. No obstant això, el problema de la cerca d'objectes en imatges d'escena reals segueix sent un problema extremadament difícil a causa de la gran variabilitat en l'aparen¸ca dels objectes. Aquesta tesi es basa en els més recents troballes en la literatura de l'atenció visual, introduint un nou model computacional de visió guiada que apunta descriure la cerca de text en imatges d'escenes reals. En primer lloc es presenten els resultats més pertinents de la literatura científica en relació amb l'atenció visual, els moviments oculars i la cerca visual. Els més rellevants models d'atenció són discutits i integrats amb recents observacions sobre la funció dels anomenats 'top-down constraints' i l'emergent necessitat d'un model estratificat d'atenció en què la saliència no és l'únic factor guia d'atenció. L'atenció visual s'explica per la interacció de diversos factors moduladors, com ara objectes, valor, plans i saliència. S'introdueix la nostra formulació probabilística dels mecanismes d'atenció en es- cenes reals per a la tasca de cerca d'objectes. El model es basa en l'argument que el desplegament d'atenció depèn de dos processos diferents però interactuants: un procés d'atenció que assigna valor a les fonts d'informació i un procés motor que uneix flexiblement informació amb l'acció. En aquest marc...

The Effect of text and graphic search goals on web advertisement viewing

Ashbaugh, Brian
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
36.08%
Advertising has become an integral part of the Internet's capacity to generate revenue, drive traffic to websites, and to increase brand recognition. This study examined how text and graphic search goals influence how many times and how long people look at graphic and text advertisements. Twenty-four participants were eye tracked while they searched for text or graphic information on six websites. Results show that when people searched for text information they increased the amount of time and the number of times that they viewed text advertisements. When people searched for graphical information, they increased the amount of time and number of times that they viewed graphic advertisements. This has implications for the design of effective advertising.