Ключевые слова

Neuromarketing, neurocommunication, health communication, app, gamification, eye tracking, attention

Резюме

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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Техническая спецификация

Получила: 30-12-2016

пересмотренный: 01-02-2017

Принятый: 13-03-2017

OnlineFirst: 15-05-2017

Дата публикации: 01-07-2017

Время пересмотра статьи: 33 дней | Среднее время пересмотра вопроса 52: 36 дней

Время принятия статьи: 73 дней | Время приема Номер 52: 95 дней

Время редактирования препринта: 137 дней | Выпуск препринта среднего времени редактирования 52: 160 дней

Время редактирования статьи: 182 дней | Среднее время редактирования журнала 52: 205 дней

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Mañas-Viniegra, L., Veloso, A. I., & Cuesta, U. (2019). Fashion Promotion on Instagram with Eye Tracking: Curvy Girl Influencers Versus Fashion Brands in Spain and Portugal. Sustainability, 11(14), 3977.

https://www.mdpi.com/2071-1050/11/14/3977

Ricoy, M. C., & Sánchez-Martínez, C. (2019). Tablet use in primary education. Technology, Pedagogy and Education, 28(3), 301-316.

https://www.tandfonline.com/doi/abs/10.1080/1475939X.2019.1608291

MAÑAS-VINIEGRA, L., NIÑO-GONZÁLEZ, J. I., & MARTÍNEZ-MARTÍNEZ, L. Dr. Ubaldo CUESTA-CAMBRA.

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이승희. (2019). 재무설계에서 뉴로마케팅 활용방안 연구. Financial Planning Review, 12(4), 73-106.

http://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE09273124

Lee, S. (2019). 재무설계에서 뉴로마케팅 활용방안 연구 (The Utilization of Neuromarketing in Financial Planning). Financial Planning Review, 12(4).

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3508773

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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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