This dissertation investigates the problem of how variations in the intensity of three selected constructs—multimedia signaling, speed and pacing, and cognitive engagement prompts—affect attention and learning outcomes in online learning environments. The study explores the intersecting cognitive theories of cognitive load, higher order thinking skills, and Mayer’s principles of multimedia learning, with specific focus on his signaling principle. Through the use of eye-tracking technology, the study measures focal attention, while immediate and delayed knowledge retention tests assess learning outcomes. Employing a robust experimental design, the research utilizes eye-tracking technology to directly measure focal attention, alongside both immediate and delayed knowledge retention tests to evaluate learning outcomes. The methodological framework modulates the intensity of selected constructs across low, optimal, and high conditions, enabling a comprehensive assessment of their impacts. The findings reveal statistically significant effects for multimedia richness and speed, indicating optimal levels that enhance learner engagement. This research concludes that carefully calibrated multimedia signals can substantially benefit online learning environments, offering educators and content creators actionable insights for designing more effective and engaging educational experiences.

Le rôle de l’attraction des éléments extérieurs du point de vente physique demeure une problématique complexe pour les commerçants. De plus, l’expérience en point de vente physique est en pleine évolution, due en partie à une présence accrue des nouvelles technologies. Cette thèse répond à la problématique suivante : comment la vitrine du point de vente influence-t-elle l’expérience de magasinage anticipée ? Nous nous focalisons sur l’influence de la technologie interactive et du niveau de représentation (construal level) en vitrine sur la perception de l’atmosphère, les réponses attentionnelles, les réponses affectives, la valeur de magasinage anticipée et les intentions comportementales. Nous testons les effets modérateurs de la motivation de magasinage et de la tendance exploratoire du consommateur. Nous adoptons une approche hypothético-déductive et nous procédons à deux expérimentations afin de répondre à notre problématique.Les résultats de la première expérimentation in situ (n=251) révèlent un effet stimulant et hédonique de l’utilisation de la technologie interactive en vitrine. La deuxième expérimentation, en laboratoire (n=144), a mobilisé une méthode d’eye-tracking pour collecter les données sur l’influence du niveau de représentation des éléments en vitrine. Les résultats montrent une influence significative du niveau de représentation sur l’atmosphère globale perçue et sur les intentions comportementales. Les résultats des cartes de chaleur montrent que la motivation de magasinage utilitaire renforce l’attention visuelle sur les produits en vitrine. Aucun effet modérateur de la tendance exploratoire n’a été détecté dans les deux expérimentations. / One of the relevant issues for retailers in this dissertation is the role of marketing mix elements outside the physical store in attracting customers. Another relevant issue is the evolution of the physical retailing experience which is partly due to the ever increasing presence of new retail technology. The aim of this dissertation is to answer the following question: how do store windows influence anticipated shopping experience? We focus on the influence of interactive technology and construal level in store windows on perceived global atmosphere, visual attention, affective response, anticipated shopping value and patronage intentions. Shopping motivation and exploratory buying behavior tendency were tested for moderating effects. Two experiments were conducted for this doctoral research. The results from the in situ field experiment (n=251) reveal a hedonic and arousing effect from usage of the interactive window display. The second experiment on store window construal level (n=144) was conducted using eyeLtracking equipment in a controlled laboratory setting. The results show a significant influence of store window construal level on perceived global atmosphere and on patronage intentions. The results from the heat map analysis show that utilitarian shopping motivation reinforces visual attention to products in the window display. No moderating effect was found in either study for exploratory buying behavior tendency.

Zoologische Gärten (Zoos) haben den Auftrag, zur Bildung für nachhaltige Entwicklung (BNE) beizutragen. Allerdings ist umstritten, welche Wirkung die angebotenen Bildungsmaßnahmen bei Zoobesuchern erzielen. In Anlehnung an Vorgehensweisen aus dem Bereich der persuasiven Werbekommunikation ist das Ziel der vorliegenden Studie die weiterführende Beschreibung der Zielgruppe Zoobesucher anhand kommunikationsrelevanter psychologischer Merkmale ebenso wie die empirische Überprüfung der Wirkung gedruckter Nachhaltigkeitsbotschaften auf Zoobesucher. Dafür wurden 310 Besuchern des Zoologischen Garten Magdeburgs Nachhaltigkeitsbotschaften mit emotional positiv bzw. negativ gefärbten Inhalten, regionalen bzw. überregionalen thematischen Inhalten oder informativen bzw. lösungsorientierten Inhalten an einem Eye-Tracker präsentiert. Dabei wurden das Blickverhalten und die nachhaltige Verhaltensabsichten der Probanden registriert. Demografische und psychologische Merkmale sowie das Erinnerungsvermögen der Probanden an vorab betrachtete Inhalte wurden per Fragebogen erhoben. Im Ergebnis zeigten sich die Probanden als überwiegend erholungs- und freizeitmotiviert und als gegenüber Nachhaltigkeitsthemen gering involviert. Das Blickverhalten der Probanden war unabhängig von der emotionalen Färbung der Nachhaltigkeitsbotschaften. Auch die nachhaltigen Verhaltensabsichten standen nicht in Zusammenhang mit der emotionalen Färbung bzw. dem thematischen Inhalt der Botschaften. Im Vergleich zu lösungsorientierten Inhalten zeigten sich Probanden stärker an informativen Inhalten interessiert und betrachteten diese intensiver. Gleichwohl war ihre Erinnerungsleistung an lösungsorientierte Inhalte besser. Die Ergebnisse werden vor dem Hintergrund der interdisziplinären theoretischen Grundlagen diskutiert und münden in fünf anwendungsorientierten Vorschlägen zur Optimierung gedruckter Nachhaltigkeitsbotschaften in Zoos. / Zoological Gardens (zoos) are mandated to take active part in public conservation education. The true impact of those education efforts on zoo visitors, however, remains subject to discussion. Employing theories from the field of persuasive marketing communication the study aims at broadening the understanding of the target group’s characteristics relevant for successful communication and at empirically investigating the impact of printed conservation messages on zoo visitors. 310 visitors of Zoo Magdeburg were shown presentations containing either emotionally positive or negative content, regionally or globally related content or informative or solution-oriented content. During viewing the participants’ visual attention was recorded using eye tracking. At the end of the presentation participants were requested to indicate their intentions for sustainable behaviour by mouse-click. Their demographic and psychological characteristics as well as their recall ability for viewed content were investigated with a questionnaire. Findings suggest that zoo visitors regard zoos as locations for recreation rather than for education and that they should be considered a low involvement target group with regards to topics concerning sustainability. The visual attention of participants was independent of the contents’ emotional bias. Similarly, intentions for behaving in a sustainable way were neither influenced by the emotional bias nor by the topic portrayed. Participants indicated higher interest for informative content than for solution-oriented content and also looked at informative content more intensively. Nevertheless, the recall test revealed better memorization of solution-oriented content. The findings are discussed with regards to the interdisciplinary theoretical background. As a conclusion five suggestions are made on how to optimize the impact of printed conservation messages in zoos.

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Recent empirical studies about the neurological executive nature of reading in bilinguals differ in their evaluations of the degree of selective manifestation in lexical access as implicated by data from early and late reading measures in the eye-tracking paradigm. Currently two scenarios are plausible: (1) Lexical access in reading is fundamentally language non-selective and top-down effects from semantic context can influence the degree of selectivity in lexical access; (2) Cross-lingual lexical activation is actuated via bottom-up processes without being affected by top-down effects from sentence context. In an attempt to test these hypotheses empirically, this study analyzed reader-text events arising when cognate facilitation and semantic constraint interact in a 22 factorially designed experiment tracking the eye movements of 26 Swedish-English bilinguals reading in their L2. Stimulus conditions consisted of high- and low-constraint sentences embedded with either a cognate or a non-cognate control word. The results showed clear signs of cognate facilitation in both early and late reading measures and in either sentence conditions. This evidence in favour of the non-selective hypothesis indicates that the manifestation of non-selective lexical access in reading is not constrained by top-down effects from semantic context. / Dagens eye-trackingstudier över de neurologiska processer som styr läsning i tvåspråkiga är oeniga om graden av icke-selektiv aktivation som infinner sig inuti den tvåspråkiges mentala lexikon enligt kvantitativa data på tidiga och sena åtkomstsstadier. Två olika förhållningssätt till frågan finns: (1) Lexikal åtkomst är fundamentalt sett icke-selektiv, men top-down effekter från semantisk kontext kan influera den grad av selektiv åtkomst som påträffas i mentala lexikon; eller (2) Parallell aktivation av olika språkplan sker via bottom-up processer utan någon inverkan ifrån top-down effekter ifrån meningskontext. För att testa dessa hypoteser undersöktes läsprover framtagna genom att kontrollera kognatförenklingseffekten och kontextskapad ordförutsägbarhet i en 22 faktorial stimulusdesign. 26 tvåspråkiga (svenska L1, engelska L2) läste meningsstimuli på engelska. Stimulus bestod av meningar med hög eller låg grad av semantisk och lexikal priming som innehöll antingen ett kognat- eller ett ickekognatkontrollord. Resultaten visade klara tecken på kognatförenkling i tidiga såsom sena åtkomstsstadier för båda typers meningsstimuli. Dessa resultat förespråkar att icke-selektiv åtkomst  i läsning inte påverkas av top-down effekter ifrån meningskontext. / <p>Författaren heter numer Mattias Bystedt.</p>

Des anomalies du traitement des informations sensorielles sont observées dans l'autisme, notamment, les signaux dynamiques semblent trop rapides et/ou complexes pour être convenablement traités par les personnes avec TSA. Aussi, ralentir ces signaux (Gepner, 2001, 2005) pourrait les aider à les percevoir et faciliterait leur compréhension aux interactions sociales. Nous avons proposé des enfants avec TSA, âgés de 3 à 8 ans, pendant un an des séances hebdomadaires d'orthophonie impliquant l'utilisation d'un logiciel ralentissant le son et les images des vidéos (Logiral(TM)). Un groupe contrôle d'enfants avec TSA, bénéficiant de séances d'orthophonie mais sans l'utilisation de Logiral(TM), a également été constitué. Nous avons comparé l'évolution des compétences socio-communicatives des deux groupes ainsi que les comportements d'exploration visuelle lors de la présentation du visage d'une narratrice racontant une histoire. Nos résultats montrent une amélioration significative de la capacité à imiter et diminution des comportements inadaptés uniquement pour les enfants du groupe expérimental. Après un an d'utilisation de Logiral(TM), ces enfants regardent davantage le visage et ses caractéristiques internes (yeux et bouche). / Sensory processing abnormalities are observed in autism, in particular dynamic signals involved in interactions seem too fast and/or too complex to be adequately treated by people with ASD. Also, slow down the speed of these signals (Gepner, 2001, 2005; Gepner et al, 2001, 2002, 2005) could help them to perceive informations and could facilitate their understanding in social interactions. We proposed to children with ASD, aged from 3 to 8 years, speech therapy weekly for a year with the use of a software (Logiral(TM)) to slow down sound and pictures. A control group of children with ASD, receiving speech therapy without the use of Logiral (TM) was also set up. We compared the evolution of the social communication skills of the two groups and their visual exploration behavior during the presentation of the face of a narrator telling a story. Our results show a significant improvement in the ability to imitate and a decrease in inappropriate behaviors, and this, only for the children in the experimental group. After a year of using Logiral(TM), these children watch more facial and internal features (eyes and mouth) which is no observed for children in the control group.

Attention is today a scarce resource, which is from physiological substance of the human brain to a certain extent limited. Abundance of information that affect the user who grasp the information, cause a mismatch between the information that is infinite and ever growing, and user attention, which is used during the processing of this information. From the perspective of Attention economy, there are principles that explain how attention works. This work aims to verify these principles of attention in the electronic environment by measuring eye movements of sample of tested participants during execution of proposed tasks on particular website. Using a technology called eye-tracking there are collected supportive data on user's allocated attention in context of executed tasks on the website. These data are analysed and compared with the principles of attention. The analysis of the tested sample of website users confirmed that attention principles really corresponds with the measured allocated attention and also revealed a clear relationship between the various measured amounts of attention and subsequent user behaviour, which was nearly identical at most of the observed users. These findings led to the recommendation to respect the principles of attention in the design of any e-environment platform, which should avoid to the main researched problem, the abundance of information and the lack of attention of users in online environment.

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Sakkadische Blickbewegungen sind die häufigsten und schnellsten aller menschlichen Bewegungen und führen zur wiederholtem und rapiden Verschiebung von Objektprojektionen über die Retina. Entgegen der verbreiteten Annahme der Suppression untersucht diese Arbeit Ausmaß und Funktion intrasakkadischer visueller Wahrnehmung. Studie I beschreibt eine individuell gefertigte LED-Installation zur ausschließlich intrasakkadischen Präsentation von Text und Bildern, während Studie II einen Algorithmus zur Detektion von Sakkaden vorstellt, welcher blickkontingente Stimulusmanipulationen mithilfe eines DLP Projektionssystems mit einer Bildwiederholungsrate von 1440 Hz ermöglicht. Studien III und IV untersuchten ob visuelle Bewegungsspuren (sog. motion streaks), welche durch die schnelle Bewegung von Objekten über die Retina erzeugt werden, Korrespondenz zwischen Objekten über Sakkaden hinweg herstellen könnten. Diese Bewegungsspuren erlaubten Versuchsteilnehmern nicht nur einen präsakkadischen Stimulus aus zwei identischen postsakkadischen Stimuli zu identifizieren, während diese Fähigkeit von der Deutlichkeit der Bewegungsspur abhing, sondern auch Korrektursakkaden zu einem ursprünglichen präsakkadischen Stimulus zu erleichtern, falls dieser während der Sakkade versetzt wurde. Studie V untersuchte die subjektive Wahrnehmung und Lokalisierung von intrasakkadischen Bewegungsspuren, indem Teilnehmer gezeichnete Berichte angaben. Die Modellierung letzterer ergab, dass retinale Positionssignale mit einer zeitlich gedämpften mentalen Repräsentation von Augenposition kombiniert wurden, um eine Lokalisation in weltzentrierten Koordinaten zu ermöglichen. Diese Ergebnisse legen nahe, dass intrasakkadische visuelle Signale einen Einfluss auf transsakkadische perzeptuelle und motorische Prozesse haben könnten. Letztlich werden die mögliche Funktionen intrasakkadischer Wahrnehmung, sowie Möglichkeiten für zukünftige wissenschaftliche Untersuchungen, diskutiert. / Rapid eye movements, so-called saccades, are the fastest and most frequent human movements and cause projections of objects in the world to constantly shift across the retina at high velocities, thereby producing large amounts of motion blur. In contrast to accounts of saccadic suppression, this work explores the extent and potential functional role of intra-saccadic perception. As saccades are fast and brief events, technical challenges were addressed. Study I describes a custom LED-based anorthoscopic presentation setup capable of displaying text and images strictly during saccades. In study II, a novel online saccade detection algorithm enabled rapid, gaze-contingent display changes using a DLP projection system running at 1440 fps. Studies III and IV investigated whether intra-saccadic motion streaks, i.e., blurred traces routinely induced by stimuli moving at saccadic speeds, could serve as cues to establishing object correspondence across saccades. Motion streaks not only enabled perceptual matching of pre- and post-saccadic object locations, while performance depended strongly on streak efficiency, but also facilitated gaze correction in response to intra-saccadic target displacements, that was previously found to be mainly driven by objects’ surface features. Finally, study V explored the subjective appearance and localization of intra-saccadic motion streaks, tasking observers to reproduce their trajectories. Computational modeling of resulting response patterns suggested that retinal positions over time were combined with a damped eye position signal to readily localize intra-saccadic input in world-centered coordinates. Taken together, these results invite the intriguing hypothesis that intra-saccadic visual signals are not discarded from processing and might affect trans-saccadic perceptual and motor processes. The potential role of intra-saccadic perception for active vision, as well as directions for future research, are discussed.