Palavras chave
Neuromarketing, neurocomunicação, comunicação e saúde, app, gamificação, eye tracking, atenção
Resumo
O uso de aplicativos na educação é cada vez mais frequente. No entanto, os mecanismos de atenção e o processamento de conteúdos e suas consequências na aprendizagem não foram suficientemente estudados. O objetivo deste trabalho é analisar como se processa e aprende a informação e como se dá a atenção visual. Também se investiga a possível existência de diferenças de gênero. São analisadas as respostas de «Eye Tracking» e eletroencefalograma (EEG) de uma amostra de 22 jovens frente a 15 estímulos de um app de educação em saúde. Também foram analisados a lembrança e o sentimento de satisfação diante dos estímulos por parte dos sujeitos. As características das imagens foram avaliadas por especialistas. Os resultados indicam que existe um padrão de atividade visual diferente entre homens e mulheres, que não incide sobre a lembrança posterior. A lembrança vem determinada pelo valor emocional da imagem e sua simplicidade: as imagens mais complexas absorvem mais tempo de fixação visual, mas são menos lembradas. As respostas do EEG confirmam a importância do aspecto lúdico sobre a lembrança. A conclusão é que o comportamento em relação a um app deste tipo se assemelha ao comportamento de baixo compromisso próprio da publicidade.
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Technical information
Recebido: 30-12-2016
Revisado: 01-02-2017
Aceite: 13-03-2017
OnlineFirst: 15-05-2017
Data de publicação: 01-07-2017
Tempo de revisão do artigo: 33 dias | Tempo médio de revisão do número 52: 36 dias
Tempo de aceitação do artigo: 73 dias | Tempo médio de aceitação do número 52: 95 dias
Tempo de edição da pré-impressão: 137 dias | Tempo médio de edição pré-impressão do número 52: 160 dias
Tempo de processamento do artigo: 182 dias | Tempo médio de processamento do número 52: 205 dias
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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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