Ubaldo Cuesta-Cambra, Complutense University of Madrid (Spain)
José-Ignacio Niño-González, Complutense University of Madrid (Spain)
Keywords
Neuromarketing, neurocommunication, health communication, app, gamification, eye tracking, attention
Abstract
The use of apps in education is becoming more frequent. However, the mechanisms of attention and processing of their contents and their consequences in learning have not been sufficiently studied. The objective of this work is to analyze how information is processed and learned and how visual attention takes place. It also investigates the existence of gender differences. The responses to 15 images are analyzed using 'Eye Tracking' and EEG in a sample of 22 young students. The recall and liking of the stimuli is also analyzed. The characteristics of the images are evaluated by experts. The results indicate that there is a different pattern of visual activity between men and women which does not affect subsequent recall. The recall is determined by the emotional value of the image and its simplicity: more complex images demand more time of visual fixation but are less remembered. EEG responses confirm the importance of the playful component of the memory and low involvement processing. The conclusion is that the behavior against an app of this type resembles the low commitment behavior of advertising itself. Finally, some considerations for the app content design are proposed.
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Crossmark
Technical information
Received: 30-12-2016
Revised: 01-02-2017
Accepted: 13-03-2017
OnlineFirst: 15-05-2017
Publication date: 01-07-2017
Article revision time: 33 days | Average time revision issue 52: 36 days
Article acceptance time: 73 days | Average time of acceptance issue 52: 95 days
Preprint editing time: 138 days | Average editing time preprint issue 52: 160 days
Article editing time: 183 days | Average editing time issue 52: 205 days
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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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