O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos. / This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.

Αντικείμενο της παρούσας Διπλωματικής εργασίας είναι η σχεδίαση και ανάπτυξη εργαλείου εξόρυξης γνώσης για τη συναισθηματική κατάσταση χρηστών από δεδομένα συσκευής Eye tracking, όπως επίσης και η μελέτη της μεταβολής γνωσιακού φορτίου χρηστών με τη βοήθεια πειραματικής διαδικασίας. Στη Διπλωματική αυτή εργασία σχεδιάστηκε και αναπτύχθηκε μια εφαρμογή που εκτελεί την παραπάνω λειτουργία, και διεξήχθη ένα πείραμα με σκοπό να συσχετιστούν συγκεκριμένες μετρικές Eye tracking με τη συναισθηματική κατάσταση και το γνωσιακό φορτίο χρηστών. / Design and developpment of a data-mining tool, for the cognitive workload of users from the data of an eye-tracking device.

O aumento crescente do consumo de cerveja e suas consequências sociais tem sido alvo de estudos nos últimos anos. É interessante entender a efetividade das medidas de prevenção ao consumo excessivo de bebida alcoólica. Para isso, o objetivo dessa pesquisa é analisar a efetividade da comunicação sobre conscientização ao consumo de bebida alcoólica nas propagadas de cerveja com o apoio do eye-tracking, uma técnica de neuromarketing. Acredita-se que este trabalho possa contribuir com medidas de prevenção ao consumo excessivo do álcool e suas consequências. A pesquisa é de natureza qualitativa exploratória realizada em laboratório com uma amostra não probabilística de jovens universitários. No laboratório, os participantes foram submetidos a estímulos, eles assistirama algumas propagandas de cerveja no equipamento de eye-tracking, que captou o movimento ocular do usuário. Após isto, foi aplicado um questionário aos participantes com base nos objetivos específicos. As análises da pesquisa foram realizadas pelo cruzamento das respostas dos questionários e dos dados fornecidos pelo equipamento de eye-tracking. As três hipóteses de pesquisas foram testadas pelo software estatístico Stata mostrando que os alertas de prevenção ao consumo de bebida alcoólica não são efetivos concluindo-se ser necessário estipular parâmetros para a exposição dos alertas para que eles possam ser efetivos. / The objective of this research is to analyze the effectiveness of the communication awareness about the consumption of alcohol in beer propagated with the support of the eye-tracking , a technique of neuromarketing . Due to the increasing consumption of beer and its social consequences is interesting to understand the effectiveness of prevention measures to excessive alcohol consumption in the case of this research the effectiveness of mandatory warnings on beer commercials. This work contributes to the prevention measures of the consequences of excessive alcohol consumption. The research is exploratory qualitative performed in the laboratory with a nonprobabilistic sample of university students. In the laboratory the participants were subjected to stimuli ,ie , attended some beer commercials in the eye-tracking equipment, which captures the user\'s eye movement , and then a questionnaire was applied based on specific objectives . Analyses of the research were performed by crossing the survey responses and data provided by eye-tracking equipment. The three research hypotheses were tested using Stata statistical software showing that warnings prevent the consumption of alcohol are not effective concluding the need to stipulate parameters for display of alerts so that they can be effective.

O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos. / This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.

Estudos comprovam que a lembrança de determinada marca é um componente essencial para a geração de seu valor. Na tentativa de atrair a atenção visual e, consequentemente, influenciar o processo de fixação da marca na memória do consumidor, profissionais de marketing utilizam, em seus anúncios, conteúdos com a presença de apelo sexual. Tais conteúdos sugerem, dentre outras formas, a exposição da nudez (total ou parcial) de modelos fisicamente atraentes. Neste contexto, a presente pesquisa tem como principal objetivo verificar se a presença de apelo sexual em anúncios de mídia impressa influencia a lembrança da marca sob a ótica do Neuromarketing. A disciplina do Neuromarketing pode ser definida como uma área de estudo que utiliza ferramentas de análises clínicas para entender melhor reações fisiológicas dos indivíduos e como tais reações afetam o comportamento do consumidor. A ferramenta utilizada na pesquisa foi o Eye-Tracking, que consiste em um aparelho que capta a movimentação dos olhos e registra os pontos de maior atenção visual. A pesquisa foi realizada em três etapas: inicialmente, foram escolhidos trinta anúncios reais de mídia impressa e, por meio de uma pesquisa com 96 participantes, foram selecionados seis anúncios com apelo sexual. Em seguida, 201 participantes assistiram, durante cinco segundos, seis anúncios diferentes. Destes 201 participantes, 100 deles assistiram os anúncios com a presença de apelo sexual e 101 participantes assistiram anúncios sem a presença de apelo. Nesta etapa, os registros da movimentação ocular foram captados pelo eye-tracking. No final do experimento, os participantes responderam um questionário em que, dentre outras informações, mencionaram quais marcas estavam contidas nos anúncios. O teste estatístico para provar se há diferenças entre os dois grupos, considerando os dados coletados, foi o teste de Mann Whitney Wilcoxon. Os resultados evidenciaram que não existe diferença estatisticamente significante entre a lembrança da marca e a presença ou não de apelo sexual no anúncio. Já no contexto do Neuromarketing, os resultados mostraram que os participantes fixaram mais o olhar na imagem com apelo sexual do que na imagem sem apelo sexual. Entretanto, no que diz respeito à fixação do olhar na logomarca do anúncio, não houve diferenças estatisticamente significantes do tempo de fixação na logomarca dos anúncios com apelo sexual e sem apelo sexual / Studies show that the recall of a particular brand is essential for its value generation . In an attempt to attract visual attention and thus influence the process of fixing the brand in the consumer\'s memory, marketing professionals use, in their ads, content with the presence of sex appeal. Such content suggest, among other forms, the exhibition of nudity (partial or total) of physically attractive models. In this context, this research aims to verify if the presence of sex appeal in advertisements for print media influences brand recall from the perspective of Neuromarketing. The discipline of Neuromarketing can be defined as an area of study that uses clinical analysis tools to better understand physiological reactions of individuals and how such these reactions affect consumer behavior. The tool used in the research was the Eye-Tracking, which consists of a device that captures eye movements and records the points of greatest visual attention. The research was conducted in three stages: initially, were chosen thirty real print media ads and , through a survey with 96 participants, six ads with sex appeal were selected. Then two hundred and one participants watched, for five seconds, six different ads. Of these two hundred participants, 100 of them watched the ads with the presence of sex appeal and the 101 watched ads without the presence of appeal. At this stage, the records of eye movements were captured by the eye-tracking. At the end of the experiment, participants answered a questionnaire that, among other information, mentioned which brands were contained in the ads. The statistical test to prove whether there are differences between the two groups, considering the data collected, was the Mann-Whitney-Wilcoxon test. The results showed that the presence of sex appeal in advertising has no influence in the consumer\'s ability to remember a brand. Under the Neuromarketing vision, the results showed that participants spend more time looking to the sex appeal image comparing with the non sex appeal image. Considering the fixation duration in the brand image, the results presented that there no statistical difference between sex appel and non sex appeal advertising

Cette recherche a pour objectif d’étudier l’influence de la complexité visuelle du packaging, opérationnalisée par le nombre d’informations figurant sur le facing, sur les réactions des consommateurs et plus précisément sur l’attention consacrée au packaging et à la marque, sur l’attitude envers le produit et le choix du produit ainsi que sur la mémorisation. Les éventuels effets médiateur de l’attention portée au packaging et modérateur de l’âge sur ces relations ont également été investigués.Pour ce faire, une expérimentation eye-tracking regroupant les données de plus de cent participants a été réalisée. Cette expérimentation a mis en jeu quatre packagings dans chacune de quatre catégories de produits, chaque packaging présentant deux degrés de complexité visuelle : un packaging simple présentant quatre unités d’information en plus de la marque et de l’image et un packaging complexe présentant neuf unités d’information en plus de la marque et de l’image. Deux tâches ont, en outre, été effectuées par chaque participant : une tâche d’évaluation des produits, lors de laquelle les packagings étaient présentés un par un, et une tâche de choix, lors de laquelle les packagings étaient présentés ensemble sur un set de choix.Les résultats ont montré un effet positif de la complexité visuelle du packaging sur l’attention portée au packaging et un effet opposé, selon la tâche/modalité de présentation des packagings, sur l’attention à la marque. La complexité visuelle a également eu un effet positif sur l’attitude envers le produit et sur le choix du produit, l’effet positif sur le choix étant médiatisé par l’attention : les packagings complexes ont été évalués plus positivement que les packagings simples et ils ont également été davantage regardés, ce qui explique qu’ils ont été plus choisis. En ce qui concerne les mesures explicites de mémorisation, les résultats ont été plus divers. La complexité n’a pas eu d’effet sur la reconnaissance exacte des marques. En revanche, concernant les packagings, les résultats ont été non concordants entre les tâches/modalités de présentation des packagings. En tâche d’évaluation (packagings présentés un par un), une absence d’effet de la complexité a ainsi été constatée alors qu’en tâche de choix de produit (packagings présentés par quatre), un effet positif de la complexité sur la reconnaissance exacte des packagings, effet médiatisé par l’attention, et un effet positif de la complexité sur la fausse reconnaissance des packagings ont été constatés. Par ailleurs, de façon surprenante, dans une très large majorité des cas l’âge n’a pas eu d’effet sur l’attention portée, ni au packaging ni à la marque. Les résultats ont par contre confirmé l’effet négatif de l’âge sur les mesures explicites de mémorisation. / The goal of this research is to study the influence of product package visual complexity, operationalized as the number of information items displayed on the package front, upon consumers’ reactions, and more specifically attention devoted to the product package and to the brand, attitude toward the product, product choice and memorization. The possible mediating and moderating effects of attention devoted to the product package and consumers’ age will also be investigated.To achieve this aim, an eye-tracking experiment including data of more than a hundred participants was conducted. This experiment involved four product packages of four product categories, and two levels of visual complexity were designed for each product package: a simple package displaying four information items, in addition to the brand and the image, and a complex package displaying nine information items in addition to the brand and the image, were designed. Besides, two tasks were completed by each participant: a product evaluation task, during which product packages were presented one by one, and a choice task, during wich four product packages were presented at the same time on a choice set.The findings showed a positive effect of the package visual complexity upon attention devoted to the package, and an opposite effect, depending on the task/product presentation, upon attention devoted to the brand. Visual complexity was further found to have a positive effect upon attitude toward the product, and product choice, attention having a mediating effect on product choice: complex package fronts were preferred to simple package fronts, and they were also looked at more, and were therefore more chosen.Regarding explicit measures of memorization, results were mixed. Complexity had no impact upon accurate recognition of the brands. However, regarding product packages, results were once more inconsistent between the tasks/product presentations: no effect was found in the evaluation task (packages displayed one by one); and complexity had a positive effect –mediated by attention – upon accurate recognition of the package fronts, and a positive effect upon false recognition of the package fronts in the choice task (four packages displayed .at the same time). Surprinsingly, consumers’ age had no impact upon attention devoted to the package nor to the brand in most cases. The findings further confirm the negative effect of age upon explicit measures of memorization.

This thesis aims to utilize data analysis and predictive modeling techniques and apply them in different domains for gaining insights. The topics were chosen keeping the same in mind. Analysis of customer interests is a crucial factor in present marketing trends and hence we worked on twitter data which is a significant part of digital marketing. Neuroscience, especially psychological behavior, is an important research area. We chose eye tracking data based on which we differentiated human concentration while watching controllable (video game) videos and uncontrollable (sports) videos. Currently, cities are using data analysis for becoming smart cities. We worked on the City of Lewisville emergency services data and predicted the vehicle-accident-prone areas for development of precautionary measures in those areas.

The aim of this study was to evaluate gaze behaviour in relation to cognitive development among infants with epilepsy. Our sample consisted of 60 infants with epilepsy that underwent cognitive testing and developmental assessment. We tested visual ability to orient and fixate gaze to a screen, re-orient visual attention at an initial test visit and in follow up tests and the improvement in these visual abilities between initial and traced improvements in follow-up visits. We found significant differences in the initial level and in improvement in the ability to orient and fixate to the screen between infants categorized as typical, having mild deficit or global deficit in development by the age of 2 years. Significant differences were observed between the global group compared to the mild and normal groups, respectively and we also found significant differences between the normal and the mild developmental group. Our results also showed that initial ability to orient and fixate to the screen and improvements of this ability across time are significantly associated with cognitive performance at the age of two years. These results provide the first proof-of-concept for using serial eye tracking assessments at the individual level. Further research is needed to better control for various clinical factor, including a comparison with a healthy control group and to identify gaze behavior parameters diagnostic of developmental outcome. / Syftet med den här studien var att utvärdera blickbeteende i relation till kognitiv utveckling. Vår testgrupp bestod av 60 spädbarn med epilepsi som genomgick kognitiva tester och utvecklingsbedömningar. Vi testade hur visuell förmåga att rikta och fixera blicken på skärmen, byta visuellt fokus och utvecklingen av dessa visuella förmågor över uppföljningvisit. Vi fann at signifikanta skillnader i de initiala förmågorna och förbättring av förmågan att orientera och fixa skärmen mellan barn kategoriserade som typiska, med litet underskott eller global underskott i utveckling vid en ålder av 2 år. Signifikanta skillnader observerades i jämförelsen mellan en grupp av svår epilepsi och mild grad av epilepsi. Vi fann även signifikanta skillnader mellan normalt utvecklade barn och barn med mild epilepsi. Våra resultat visar också att initial förmåga att rikta blicken och förändringen av denna förmåga över tid är signifikant associerad med kognitiv förmåga vid två års ålder. Dessa resultat ger preliminära stöd för användningen av ögonrörelseregistrering för bedömningar på individnivå. Ytterligare forskning är nödvändig där flera kliniska faktorer kontrolleras bättre, inklusive en jämförelse med en frisk kontrollgrupp, för att identifiera blickparametrar som är diagnostiska för barns utveckling.

This study aims to investigate the information that can be collected about counting strategies when tracking a person’s eye-movements when he/she is doing a mental calculation on a given expression. Eye-tracking is based on the study of what a person look at and the eye-movements between fixations. This study relies on the eye-mind hypothesis which claims that there is a connection between eye movements and the cognitive processes. The result is based on data from two participants and three tasks. The tasks consisted of mathematical expressions with addition and subtraction that the participants solved with mental arithmetic. The data from eye-movements is of such quality that it is possible to see indications on which counting strategies the participants are using and the results are in-line with previous research. The data also show which number the participant focus most on and how they begin to solve the task. On one task both participant gave an incorrect answer and the eye-movement showed where the participants made a mistake. Using this sort of eye-tracking investigation has both its limitations and its possibilities. / Syftet med arbetet är att undersöka vilken information som går att få fram om en persons räknestrategier med eye-tracking som metod. Eye-tracking innebär att en persons ögonrörelser studeras utifrån fixeringar vad någon fokuserar blicken på och sackader förflyttningarna mellan det personen fixerar på. Studien utgår från the eye-mind hypothesis som innebär att det finns ett samband mellan vad någon tittar på och vad den tänker på. Resultatet i det här arbetet baseras på datainsamling från två deltagare som löser tre uppgifter. Uppgifterna innehåller matematiska uttryck med addition och subtraktion som deltagaren ska lösa med huvudräkning. Under tiden deltagaren löste uppgiften registrerades personens ögonrörelser. Data från ögonrörelserna är av sådan kvalitet att det går att se indikationer på vilka räknestrategier deltagarna använder. Resultatet stämmer väl överens med data från tidigare studier. Dessutom visar data vilket tal deltagaren fokuserar sin blick på mest och hur deltagaren väljer att börja lösa uppgiften. På en uppgift gjorde båda deltagarna fel och ögonrörelserna kunde då visa var felräkningen uppstod. Metoden att mäta ögonrörelser diskuteras också utifrån dess möjligheter och begränsningar. Slutsatsen av studien är att eye-tracking kan ge värdefull information och kan bidra till förståelse för olika personers sätt att utföra beräkningar.

Was wird zuerst verlagert und was folgt hinterher? Bei der Betrachtung der menschlichen Wahrnehmung spielen die Verlagerung des Orts der visuellen Aufmerksamkeit und die Verlagerung des Fixationsorts eine wichtige Rolle. Zur Reihenfolge, in der beide verlagert werden, existieren unterschiedliche Annahmen und Forschungsergebnisse, die vorgestellt werden. Es werden zwei zu dieser Thematik durchgeführte Experimente berichtet, in denen versucht wurde, vorliegende widersprüchliche Forschungsergebnisse zu integrieren. Es sollte gezeigt werden, dass neben der Aufmerksamkeit weitere Einflussgrößen existieren, die in Hinsicht auf diese Widersprüche Erklärungskraft besitzen. Mittels Bildbetrachtung und darauf folgender Wiedererkennensaufgaben wurde bestätigt, dass zu Beginn einer Fixation häufiger Ort und Inhalt der vorangegangenen Fixation angegeben werden. Dies wird nicht als ein Hinterherhinken der Aufmerksamkeit, sondern als Indiz für eine verzögerte Verarbeitung der Fixationsinhalte interpretiert. Im zweiten Experiment wurde zudem gezeigt, dass es kaum möglich ist, den Inhalt spezifischer vergangener Fixationen – hier konkret der vorletzten – gezielt zu erinnern.