关键词

神经营销,神经通讯,健康通讯,应用(APP),游戏化,眼球跟踪,注意力

摘要

在教育中使用APP越来越频繁了,但是,其内容和学习效果中的注意力和处理的机制并未得到充分研究。我们研究的目的就是分析信息是如何处理的,弄懂视觉注意是如何发生的,并调查了性别差异的存在。我们使用“眼球跟踪”和EEG对22个年轻学生样本对15个图像的反应进行了分析,对刺激的回忆和喜欢也得到了分析,图像的特征由专家们进行评估。结果显示,男性和女性的视觉活动模式有所不同但并不影响随后的回忆。回忆由图像的情绪值及其简单程度决定:复杂的图像需要更长的视觉关注时间,而记住的内容却较少。EEG回应证明了好玩儿的记忆组件和低介入性处理度的重要性。我们的结论是,对这类APP的行为反应和对广告自身的低承诺特性是相似的。最后,我们提议要对APP对内容设计进行某些考虑。

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技术信息

收到: 30-12-2016

修订: 01-02-2017

公认: 13-03-2017

OnlineFirst: 15-05-2017

发布日期: 01-07-2017

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Cuesta-Cambra, U., Niño-González, J., & Rodríguez-Terceño, J. (2017). The cognitive processing of an educational app with EEG and ’Eye Tracking’. [El procesamiento cognitivo en una app educativa con electroencefalograma y «Eye Tracking»]. Comunicar, 52, 41-50. https://doi.org/10.3916/C52-2017-04

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