This diploma thesis deals with research of purchasing behaviour of generation Y on the market of South Moravian microbrewery. The goal of the thesis is to identify the importance of packaging and etiquette in purchasing decisions, consider the information area of packaging, determine the existence of sex differences and the brand loyalty. Based on the findings suggest recommendations for microbreweries. In achieving the goal in quantitative form a questionnaire (n=684) and a quantitative research which combined eye-tracking experiment with deep interviews (n=38) were used. The goal was not only to identify the elements that are important to the millennials, but also to define the reasons for their behaviour.

This study explores the effect of ornamentation on the emotional response and perception of motion graphics. A series of motion graphics were created, eye tracked, and tested for changes in emotional responses and perceptions based on the amount of ornamentation in the design. This study collected both quantitative and qualitative data to gain a better understanding of the viewer's overall emotional responses and perceptions of each video. Eye tracking data was studied to validate focal points and areas of interest. The quantitative data was analyzed by looking for correlations and trends. The qualitative data was analyzed for trends and reoccurring ideas. This study found that the amount of ornamentation in logo animations has a direct effect on the viewer's emotional responses and perceptions. More ornamentation led to overall positive changes in the emotional responses and perceptions of the brand or message, however there can be a turning point where the ornamentation can cause a negative response from the viewer. / Master of Fine Arts

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AIM AND PURPOSE: The aim of this research project is to investigate within-language and cross-language semantic facilitation and interference effects in English-Spanish bilingual persons with aphasia and neurotypical adults. The purpose of the project described in this protocol is to gain insight into how languages are initiated in bilingual speakers who present with aphasia, specifically when presented with semantically related stimuli. METHODS: To achieve this aim, participants wore an eye-tracking device and were presented with an image and four word choices. They were asked to match the picture to the most correct word. The word choices included the correct target word, semantically related words in English or Spanish, and at least two semantically unrelated words. The exact distribution of word type was dependent on the experimental condition. Their trial duration, dwell time per area of interest, and total fixation count per area of interest was collected for each trial and analyzed using mixed linear effects models. RESULTS: The results of this study showed that bilinguals with aphasia (BWA) spent significantly more time on trials that included a semantically related word in Spanish, compared to semantically unrelated words in either language or semantically related words in English. This pattern was not seen in neurologically healthy control participants. We also showed that across group all participants spent more time on the target word compared to semantically related words, however, BWA demonstrated increased fixation measures in trials that included a Spanish semantically related word. This pattern was not seen in neurologically healthy control participants. These results demonstrate increased semantic interference in BWA when compared to neurologically healthy control participants. CONCLUSION: Spanish-English BWA may be more susceptible to cross-language semantic interference compared to neurologically healthy bilingual individuals. However, both BWA and neurologically healthy individuals may experience within language semantic interference.

Autism spectrum disorder (ASD) prevalence has risen to one out of every 36 children born in the United States being diagnosed. Many individuals diagnosed experience sensory processing difficulties that make life challenging for them and their caregivers. However, there is no clear consensus on why sensory processing issues occur. Previous research has linked attention function to atypical sensory processing. Our study aimed to understand potential underlying mechanisms and correlates of this relationship. We theorized that prediction is a key contributing factor to how attention and sensory processing interact. The purpose of this study was to examine the relationship between sensory processing, attention, and prediction in school age children. To accomplish this, we asked parents of 70 children aged 8-11 years old to complete a series of behavioral questionnaires addressing sensory processing, attention, prediction, and autistic traits. A subset of this sample (n = 40) participated in an eye tracking task which addressed the physiologic relationship between sensory processing, attention, and prediction. Partial correlations of the behavioral measures revealed that sensory processing, prediction, some measures of attention, and autistic traits correlated across the combined sample. Mediation analysis showed that prediction played a mediating role on how attention impacts sensory processing. Results from the eye tracking data revealed that prediction, attention, sensory processing, and autistic traits were significantly related to each other. Particularly, between group comparisons showed that the autistic children demonstrated significant difficulty with attention management as trials became more unpredictable, suggesting that autistic individuals struggle to manage their attention and sensory processing abilities as situations become more unpredictable. These novel results indicate the complex relationship that is present between prediction, attention, and sensory processing across the combined sample. These findings could provide insight to the origin of sensory processing difficulties found in ASD, improve diagnostic procedures, yield targets for services, and improve their quality of life for individuals affected by atypical sensory processing, regardless of a diagnosis.

La evaluación de la oculomotricidad y de las anomalías binoculares y acomodativas son cada vez más frecuentes en los gabinetes de optometría y han sido objeto de estudio según las últimas publicaciones, encontrando su presencia en un grupo de población específico de niños, concretamente en los trastornos del neurodesarrollo. Esta presencia ha resultado controvertida ya se postuló que dichas anomalías podían ser efecto causal o primario de los trastornos del neurodesarrollo. En cambio, en el presente proyecto de investigación que conforma la tesis se ha determinado que no existe una relación causal, sino que podría existir la presencia de anomalías oculomotoras pero no binoculares y no solo en este grupo de población, sino en otros grupos de población infantil sin trastornos del neurodesarrollo. La literatura en la actualidad no presenta una homogeneidad en cuanto al diseño de estudios, así como sesgos como la selección de pacientes o los métodos de evaluación, como la ausencia de grupos controles en los ensayos y los métodos subjetivos, en cambio, la tendencia a la afirmación de que pudiera existir una presencia de anomalías oculomotoras en los grupos de población está presente y serían necesarios más estudios para poder realizar una caracterización de los movimientos oculares y realizar tablas de normalización por edades para que se diagnosticaran estas anomalías con seguridad. Las investigaciones y estudios nos muestran que las alteraciones de la oculomotricidad y binocularidad pueden estar presentes en niños con TND e impactar empeorando el cuadro de estos niños. En la presente tesis, hemos podido comprobar que existen anomalías oculomotoras en niños con TND, siendo un problema frecuente en este grupo de niños, tal y como indica la literatura, pero también estas anomalías oculomotoras están presentes en niños sin TND, incluso siguiendo los mismos patrones de alteración. Por tanto, deducimos que difícilmente la oculomotricidad podría ser un marcador sensible y específico para la detección de TND, tal y como postulan diversos autores. Al igual que sucede con las anomalías oculomotoras, también se ha podido comprobar en la presente tesis que anomalías acomodativas y binoculares no estrábicas pueden estar presente con una distribución similar en niños con y sin trastornos del desarrollo, no pudiendo establecerse ningún tipo de relación causal. De hecho, conforme a los criterios diagnósticos establecidos por la literatura, no hay mayor incidencia de anomalías como insuficiencia de acomodación o insuficiencia de convergencia en niños con TND comparado con niños sanos. Únicamente, se aprecia una tendencia a una amplitud de acomodación más reducida, así como a una estereopsis más limitada. Los métodos de evaluación de la oculomotricidad han evolucionado, y se han creado nuevas herramientas como los Eye Trackers y softwares de registro, pero en muchos gabinetes no se cuenta con esta tecnología y los profesionales evalúan la oculomotricidad mediante los tests subjetivos más convencionales. En esta tesis, también se ha realizado una correlación entre un sistema de registro llamado Clinical Eye Tracker conectado a un eye tracker y el test NSUCO, concluyendo que es posible realizar un examen digital y rápido mediante este sistema, pero también que los datos obtenidos se correlacionan significativamente con los obtenidos por el test subjetivo NSUCO. Esto confirma la utilidad del test NSUCO en caso de no tener disponible o no poder acceder a la tecnología eye tracker para evaluar la oculomotricidad en niños con y sin TND. En concreto, la presencia de sacádicos hipométricos y regresiones ha sido el principal elemento diferenciador detectado con el eye tracker en niños con TND, que correlacionaba con las puntuaciones de capacidad, precisión y movimiento de cabeza/cuerpo asociado del test NSUCO. Los estudios realizados en la presente tesis han sido clave para aclarar las dudas sobre la presencia de anomalías oculomotoras en diferentes grupos de población infantil así como la validez del uso de las diferentes herramientas para poder evaluar los movimientos oculares en estos grupos, siendo necesario realizar al menos dos de estos test en caso de que sean subjetivos, NSUCO y DEM. El trabajo multidisciplinar que se ha realizado en esta investigación es fundamental, ya que, sin la ayuda de logopedas, psicopedagogos, oftalmólogos y psicólogos, este trabajo no hubiera sido posible.

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Previous research in infant cognitive development has helped psychologists better understand visual looking patterns in infants exposed to various facial expressions and emotions. There has been significantly less research, however, on gaze sequences in relation to emotional body expressions. The aim of this study was to address this gap in the literature by using eye-tracking software to analyze infants’ gaze patterns of different areas of interest (AOIs) on emotional body expressions. Forty 6.5-month-old infants (Mean age in days = 193.9; SD = 8.00; 18 males) were shown four emotional body expressions (happy, sad, angry, fearful) with either a blurred face condition or a present face condition. Each expression was viewed twice by each infant for a total of 8-8 second trials. To examine whether infants’ first fixation location differed across emotion and area of interest (AOI), a mixed analysis of variance was conducted on the number of first fixations to each AOI across emotion with emotion (anger, fear, happy, sad) and AOI (upper body, face/head, legs, arms/hands) as a within-subjects factor and condition (face present, blurred) as a between-participant factor. There was a significant main effect of AOI, F(3, 342) = 36.40, p < .001, h2 = .49. However, this main effect is “explained” by a significant interaction between AOI and emotion, F(9, 342) = 2.07, p = .031, h2 = .05. There was no evidence of difference in performance across conditions, therefore subsequent analyses were collapsed across this variable. Follow-up analyses probing the interaction between AOI and emotion indicate that the number of first looks to the legs and arms/hands AOIs varies across emotion. For example, infants’ first fixation was more often directed towards the arms/hands AOI when the emotion of the body expression was sad. Additionally, infants’ first fixation location was more often directed toward the legs AOI when the body expression was happy. In contrast, there was insufficient evidence to suggest differences across emotion nor AOI when analyzing the time it took infants to make their first fixation or with the duration of the first fixation. In summary, the location of infants’ first fixation on static images of emotional body expressions varied as a function of emotion. Moreover, infants’ performance was not affected by the presence/absence of facial emotional information. These findings suggest that socially relevant features within bodies are differentially attended to by at least 6.5 months of age. This kind of systematic scanning may lay the groundwork for mature knowledge of emotions and appropriate behavioral responses to other people’s emotion later in life.