This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D (...) ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions. (shrink)

This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and empirical investigation into the region of interest analysis of consumers fixation during the purchase decision process and behavioral analysis. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially (...) for female consumers. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. It also found that consumers were not able to identify false comments. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender. (shrink)

In this study, 44 late elementary students’ visual behavior patterns when reading mind maps were investigated, more particularly, the intuitive processing nature of their visual characteristics, reading sequence and presentation mode. Eye-tracked data were investigated by means of static early attention and dynamic educational process mining analysis and combined with learning performance and retrospective interview data. All students seem to struggle with the map’s radial structure during initial reading. Also, the picture’s position in the map diverts students from consecutively reading (...) interconnected branches. EPM analyses revealed different reading patterns in proceeding reading behavior. Students receiving a text first, seem to grasp the radial structure slightly more and show higher information integration attempts. They also attained higher free recall and coherence scores. The study concludes with instructional design principles for urgently needed explicit visual literacy instruction in elementary grades. (shrink)