Search results for " tracking"

Congruence and placement in sponsorship: An eye-tracking application

2019

Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. …

Validity and reliability of an inertial sensor device for specific running patterns in soccer

2021

Electronic performance tracking devices are largely employed in team sports to monitor performance and improve training. To date, global positioning system (GPS) based devices are those mainly used in soccer training. The aim of this study was to analyse the validity and reliability of the inertial sensor device (ISD) in monitoring distance and speed in a soccer-specific circuit and how their performance compare to a GPS system. 44 young male soccer players (age: 14.9 ± 1.1, range 9–16, years, height: 1.65 ± 0.10 m, body mass: 56.3 ± 8.9 kg) playing in a non-professional soccer team in Italy, participated in the study. We assessed the players trough a soccer running sport-specific circuit. …

How do adolescents regulate distress according to attachment style? A combined eye-tracking and neurophysiological approach.

2019

According to attachment theory, attachment representations influence emotion regulation (ER) across the lifespan. However, research into attachment-related ER in adolescence is still scarce. The aim of this study was to assess attachment-related ER using a multimodal approach, relying on behavioral and neurophysiological parameters. Attachment styles in eighty-one adolescents were assessed with the Attachment Style Interview (ASI). A distress-then-comfort paradigm based on visual stimuli (the Besancon Affective Picture Set-Adolescents) was employed to "activate" then "deactivate" the attachment system. Gaze and neurophysiological parameters of ER strategies were assessed using eye-tracking …

Fixation-related potentials in naming speed: A combined EEG and eye-tracking study on children with dyslexia.

2021

Abstract Objective We combined electroencephalography (EEG) and eye-tracking recordings to examine the underlying factors elicited during the serial Rapid-Automatized Naming (RAN) task that may differentiate between children with dyslexia (DYS) and chronological age controls (CAC). Methods Thirty children with DYS and 30 CAC (Mage = 9.79 years; age range 7.6 through 12.1 years) performed a set of serial RAN tasks. We extracted fixation-related potentials (FRPs) under phonologically similar (rime-confound) or visually similar (resembling lowercase letters) and dissimilar (non-confounding and discrete uppercase letters, respectively) control tasks. Results Results revealed significant differe…

Myocardial Mass Corrected CMR Feature Tracking-Based Strain Ratios are Different in Pathologies With Increased Myocardial Mass

2020

Acute myocarditis (AM) and hypertensive heart disease (HHD) have different pathophysiological backgrounds, thus potentially showing distinct patterns of altered myocardial deformation. Therefore, CMR left ventricular (LV) feature tracking (FT)- based strain parameters were indexed to myocardial mass index (LVMi) in order to evaluate potential additional value in the differentiation among AM, HHD, and healthy volunteers (HV) compared to non-indexed conventional strain.Patients with AM (n = 43) and HHD (n = 28) underwent CMR at 3T. 61 HV served as controls. Cine imaging-based FT-strain analysis was performed and natural strain (nStrain) values were evaluated for gender and age specific differ…

The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study

2023

Negative user-generated content provides cues that warn other consumers to avoid using a particular product or service. This study explores whether brand feedback can counteract consumer backlash to a given company’s cause-related marketing, with a particular focus on how visual attention can moderate negative emotions. Hypotheses based on the Appraisal-Tendency Framework and commitment-trust theory were tested using neurophysiological tools (eye tracking and facial coding) and self-reported measures. The findings suggest that emotions with similar valence and arousal levels cause differing trust perceptions and consumer behavioral responses (sharing intentions), based on the presence or ab…

The effectiveness of advertising alcohol products in sports sponsorship

2020

Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

2021

Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

2016

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

2020

Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using ey…