Search results for " GRAFICA"
showing 10 items of 118 documents
Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach
2021
[EN] This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. …
Discrimination of astringent and deastringed hard ‘Rojo Brillante’ persimmon fruit using a sensory threshold by means of hyperspectral imaging
2019
[EN] Persimmon fruit cv. 'Rojo Brillante' is an astringent cultivar due to its content of soluble tannins, which are insolubilised during the ripening of the fruit. Traditionally, the consumption of this cultivar has only been possible when the fruit is overripe and the texture is soft. Postharvest treatments based on exposing fruits to high CO2 concentrations allow astringency removal while preserving high flesh firmness. However, the effectiveness of this treatment is controlled by means of slow destructive methods. The aim of this work is to study the application of hyperspectral imaging in the spectral range 450-1040 nm to discriminate astringent (A) and deastringed (DA) fruits non-dest…
Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising
2017
[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In add…
Virtual Reality in Marketing: A Framework, Review, and Research Agenda
2019
[EN] Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in ma…
The background music-content congruence of TV advertisements: A neurophysiological study
2021
Abstract Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive wor…
The Effect of Corrective Feedback on Performance in Basic Cognitive Tasks: An Analysis of RT Components
2016
[EN] The current work examines the effect of trial-by-trial feedback about correct and error responding on performance in two basic cognitive tasks: a classic Stroop task (n = 40) and a color-word matching task (n = 30). Standard measures of both RT and accuracy were examined in addition to measures obtained from fitting the ex-Gaussian distributional model to the correct RTs. For both tasks, RTs were faster in blocks of trials with feedback than in blocks without feedback, but this difference was not significant. On the other hand, with respect to the distributional analyses, providing feedback served to significantly reduce the size of the tails of the RT distributions. Such results sugge…
Dialoghi fra storia e disegno: il progetto di Enrico Del Debbio per la Casa del Balilla di Enna
2022
Attraverso il rapporto dialogico tra due diverse discipline afferenti al campo dell’architettura, come la storia e il disegno, in questo saggio si tenterà di indagare un’opera sconosciuta di Enrico Del Debbio, realizzata difformemente rispetto all’ipotesi progettuale: la Casa del Balilla per la città di Enna. Il progetto originario dell’architetto carrarese sarà ricostruito digitalmente a partire dall’esaustiva documentazione grafico-progettuale ritrovata presso il MAXXI di Roma. Un processo esegetico durante il quale si porterà alla luce un frammento finora inedito, quantunque infinitesimale della storia dell’architettura italiana, mediante l’applicazione combinata degli strumenti della Sc…
Francesco Fichera e il Palazzo delle Poste per Noto: studio grafico su un edificio mai realizzato
2022
Si può parlare di dialogo in architettura? Il disegno può essere considerato come la traduzione in forma grafica dei rapporti dialogici in architettura e tra architettura e città? Con questo scritto si tenterà si rispondere ai due quesiti appena formulati attraverso lo studio del caso di un edificio non realizzato dell’architetto catanese Francesco Fichera (1881-1950) per la città emblema del barocco siciliano, Noto: il Palazzo delle Poste e Casa Littoria nella centralissima piazza del Municipio. L’approfondimento sulla documentazione progettuale ritrovata e la successiva fase di ridisegno critico restituiscono una possibile chiave di lettura su un metodo compositivo fortemente ancorato a r…
A User-Friendly Tool for Detecting the Stress Level in a Person s Daily Life
2011
[EN] Mental health care represents over a third of the cost of health care to all EU nations and, in USA, it is estimated to be around the 2.5% of the gross national product. Depression and Stress related disorders are the most common mental illnesses. The European project OPTIMI will develop tools to make predictions through the early identification on the onset of the disease. In this paper, we present a user-friendly application developed in the OPTIMI project to detect the stress level in a person's daily life. The results of a first usability study of this application are also presented.
Il Gran Caffè di Giuseppe Damiani Almeyda
2015
Il testo affronta lo studio di un’opera giovanile di Giuseppe Damiani Almeyda (1834-1911), figura di spicco del panorama architettonico in Sicilia tra la seconda metà dell’Ottocento ed i primi del Novecento. Il progetto del Gran Caffè, vincitore di prestigiosi riconoscimenti, anche se realizzato quando Damiani non era ancora trentenne, risulta molto maturo e segna una tappa importante nella formazione dell’architetto. Se ne ritroveranno richiami progettuali nel Politeama, edificio a cui il suo nome è legato, e in una grandiosa opera didattica, la Scuola Italiana di Architettura Civile, che, purtroppo, non è mai stata pubblicata. I disegni originali, a matita, inchiostro ed acquerello su car…