The diploma thesis deals with consumer behaviour with emphasis on influence of packaging and labels on young consumers between the age of 20-35 when selecting honey and honey based products. The thesis uses marketing research techniques, primarily eyetracking observations and depth interviews. The outcome of the thesis is a model of consumer behaviour and a set of recommendations for creating labels and packaging considering honey production.

DOLEŽALOVÁ, M. The influence of packaging and label on consumer´ purchasing behaviour on the youghurt market. 2017. 111 s. Master thesis. Brno: Mendel University, Faculty of Business and Economics. Thesis supervisor: Ing. Veronika Antošová, Ph.D. The master thesis deals with consumer behaviour of young people (students aged 20 to 25) on the youghurt market. Emphasis is placed on the impact of packaging and labels in the use of marketing research, especially eyetracking observations and in-depth interviews. The output of the thesis is a draft recommendation for packaging and labeling in this sector.

Previous research has suggested that attraction errors are not due to the proximity of the local noun and verb, as a more distant local noun can result in more errors than a nearer one (e.g., *The helicopter for the flights over the canyon are vs. *The helicopter for the flight over the canyons are; Franck, Vigliocco, & Nicol, 2002). However, the verb tends to agree in number with the nearer noun of a disjoined subject, suggesting that linear order can indeed play a role in agreement computation (e.g., The horse or the clocks are vs. The horses or the clock is; Haskell & MacDonald, 2005). In the present study, two experiments using a two-alternative forced-choice production paradigm and one experiment using eyetracking during reading directly compared agreement computation in the classic attraction configuration and when the subject is a coordinate phrase. The 2AFC experiments replicated both the lack of a linear distance effect in classic attraction and the presence of a linear order effect in disjunction agreement, which was also extended to conjunction agreement; when the second conjunct was singular, subjects frequently selected a singular verb. This order effect was also modulated by the presence or absence of additional material between the subject and verb. In the eyetracking experiment, a singular second conjunct both facilitated processing of a singular verb and inhibited processing of a plural verb. These results suggest that variable agreement with coordinate subjects is not a form of agreement attraction and that distinct theoretical treatments are required for two distinct phenomena.

This report discusses the accuracy of blink detection in eye tracking, using machine learningalgorithms. Blink detection is used in a wide variety of medicinal and psychological applica-tions such as a controller for motor impaired individuals. Image classification has recentlybeen used in eye tracking and blink detection applications. The blink detection is appliedon data captured from the Pupil Invisible head-mounted eye tracker. The aim is that givenan image, the classifier can accurately determine the state of which the eye is in, blink oropen.These tests will be conducted on two SVM (support vector machine) models using differenttraining data, one trained on data from controlled environments, the other model also trainedon uncontrolled environments. For this project, data was captured in infrared disturbedenvironments to see how it affects the models performance. These models are evaluatedaccording to their accuracy using multiple different metrics. This rapport will discuss theresults of both classifiers in both tests, in addition to describing training methodology withan aim to find if blink detection is viable in infrared disturbed environments.

Notre capacité à anticiper les événements futurs sur base de notre expérience nous permet d'interagir adéquatement avec notre environnement. Depuis presque deux siècles, cette observation a constitué une question centrale pour deux traditions de recherche différentes, à savoir la théorie idéomotrice de l'action et la théorie de l'apprentissage par renforcement. Alors que la première s'est concentrée sur les effets sensoriels associés avec une action donnée, la seconde tend à considérer que le comportement peut uniquement être influencé par les récompenses et punitions potentielles. Cette thèse de doctorat vise à lier ces deux approches, sur la base du modèle prédictif de la perception. À cette fin, nous avons conduit une série de six expériences explorant différents aspects de la relation entre les prédictions sensorielles et les prédictions de récompense au moyen de méthode de mesure comportementales, de techniques d'électroencéphalographie (EEG) et d'oculométrie. Nos résultats indiquent que (1) les contenus sensoriels et émotionnels appartenant à des stimuli complexes sont évalués ensembles, que (2) les différences inter-individuelles influencent la manière dont nous formons des prédictions et que (3) la mesure de la taille des pupilles est un outil prometteur pour l'étude des prédictions sensorielles. / Our ability to anticipate future events based on prior knowledge about our environment is shaping the way we engage with it. For almost two centuries, this observation has been a central topic for two different research traditions, namely the ideomotor theory and the reinforcement learning literature. Whereas the former focussed is inquiries on the sensory effects associated with a given action, the latter considered that behaviour was only influenced by potential rewards or punishments. This dissertation constitutes an attempt to bridge these two approaches, based on the predictive model theory. For this purpose, we conducted six experiments exploring various aspects of the relationship between reward and sensory prediction using classical behavioural and EEG methods, but also pupil size measurements. Our results suggest that (1) sensory and emotional features of complex stimuli are processed together, that (2) inter-individual differences influence prediction mechanisms and (3) pupil size measurement is a useful tool for sensory prediction.

O Contraste Sucessivo é um dos paradigmas experimentais que modelam a experiencia de perda. Nele, os organismos deixam de estarem expostos à eventos reforçadores, apetitivos e/ou preferidos para entrarem em contato com outros de menor qualidade ou valor. Isto resulta numa série de estratégias comportamentais caracterizadas por um importante componente emocional, uma diminuição na execução da resposta (consumatória ou operante) que não está mais correlacionada com a consequência, um aumento na execução de respostas que eram menos prováveis, e uma conservação da estrutura do comportamento exibido antes da perda ou deterioro. A função dos estímulos antecedentes e/ou discriminativos envolvidos, que constituem a parte vigente da contingência que foi quebrada, também tem se mostrado comprometida. Contudo, a interação entre essas características tem sido estudada de modo separado, seja por complicações técnicas ou por isolamento teórico entre os paradigmas. Neste experimento se apresenta uma proposta que tenta obter uma caracterização mais abrangente das estratégias comportamentais que emergem numa situação de perda, aproveitando a versatilidade topológica e funcional da resposta ocular, e a disponibilidade de recursos técnicos que permitem obter medidas precisas dela. Para isso, no procedimento utilizado foram disponibilizadas alternativas de resposta com diferentes valores de reforçamento em cada. 192 fotografias do IAPS foram categorizadas segundo seu valor emotivo e seu conteúdo em seis categorias: Eróticas, Filhotes (Agradáveis), Paisagens naturais, Paisagens artificiais (Neutrais), Doenças e Violência (Desagradáveis). Pares dessas fotografias foram apresentadas num arranjo de quatro quadrantes na tela do computador, antecedidas de forma consistente por Figuras geométricas específicas para cada categoria, enquanto os tempos de fixação eram registrados com um rastreador ocular. Uma sétima figura geométrica foi pareada aleatoriamente com fotografias de todas as categorias. Após atingir um critério de estabilidade baseado no ranqueamento e correspondência entre os tempos de fixação das Figuras geométricas e das Fotografias, as Fotografias da categoria mais observada foram substituídas por Fotografias daquela correspondente ao terceiro lugar, mas continuaram sendo antecedidas pela mesma Figura geométrica. Os resultados mostraram que o procedimento foi sensível às condições e a manipulação experimental. Foi possível estabelecer um ranqueamento entre as categorias a partir das respostas oculares e caracterizar um padrão de observação após a incongruência introduzida. No caso, as preferências exibidas pela participante foram reorganizadas, com um aumento nos tempos de fixação das categorias agradáveis, evitação das fotografias da categoria Doença enquanto a Figura geométrica que à antecedia começou a ser mais observada, e um aumento no tempo de fixação da categoria de imagens aleatórias. No caso das Categorias alteradas, as fotografias de Filhotes (terceira categoria no ranqueamento) que começaram a ser antecedidas pela Figura geométrica correspondente à categoria Violência (a mais observada), foram menos observadas do que àquelas antecedidas pela figura geométrica treinada na fase anterior. São discutidas as melhoras que o procedimento poderia ter assim como o uso das medidas mais apropriadas na exploração de diversos fenômenos comportamentais. Se analisa se os resultados podem ser entendidos dentro do paradigma de contraste e por último se apresentam comentários sobre a necessidade de aproveitar os desenvolvimentos técnicos que permitem executar experimentos mais complexos / Successive Contrast is one of the experimental paradigms that models the experience of loss. On it, organisms are no longer exposed to reinforcing, appetitive and/or preferred events, but to some others with less quality or value. This results in different behavioral strategies characterized by an important emotional component, a decrement in the response not any longer associated with the consequence (consummatory or operant), an increment in less likely responses, and a preservation of behavioral structure from before the impairment. The role of the antecedent and / or discriminative stimuli involved, which constitute the current part of the contingency that has been broken, has also shown to be compromised. However, the interaction between these characteristics has been studied separately, either by technical complications or by theoretical isolation between paradigms. In this study, we propose a procedure to obtain a more comprehensive characterization of the behavioral strategies that emerge in a situation of loss, taking advantage of the topological and functional versatility of the ocular response, and the availability of technical resources that allow to obtain precise measurements of it. To solve this, alternatives for responding with different values of reinforcement were available. 192 photographs from the IAPS were categorized into six categories according to their emotional value and their content: Erotic, Puppies (Pleasant), Natural Landscapes, Artificial Landscapes (Neutral), Diseases and Violence (Unpleasant). Pairs of these photographs were presented in a four-quadrant arrangement on the computer screen, consistently preceded by specific geometric figures for each category, while fixation times were recorded with an eye tracker. A seventh geometric figure was randomly paired with photographs of all categories. After reaching a stability criterion based on the ranking and correspondence between the fixation times of the Geometric Figures and the Photographs, the Photographs of the most observed category were replaced by Photographs of the one corresponding to the third place, but continued to be preceded by the same Geometric Figure. The results showed that the procedure worked well within our experimental conditions and manipulation. It was possible to establish a ranking from the ocular responses among the categories and to characterize a pattern of observation after the introduced incongruity. The preferences exhibited by the participant were reorganized, with an increase in the fixation time of the pleasant categories, avoidance of photographs of the category Disease while its geometric Figure became more observed, and an increase in the fixation time of the category of random images. On the changed Categories, the photographs of Pups (third category in the ranking) that began to be preceded by the geometric Figure corresponding to the category Violence (the most observed category), were less observed than those preceded by the geometric figure trained in the previous phase. The improvements that the procedure could have as well as the use of the most appropriate measures in the exploration of several behavioral phenomena are discussed. It is analyzed if the results can be understood within the contrast paradigm and finally comments are made on the need to take advantage of the technical developments that allow to execute more complex experiments

O Contraste Sucessivo é um dos paradigmas experimentais que modelam a experiencia de perda. Nele, os organismos deixam de estarem expostos à eventos reforçadores, apetitivos e/ou preferidos para entrarem em contato com outros de menor qualidade ou valor. Isto resulta numa série de estratégias comportamentais caracterizadas por um importante componente emocional, uma diminuição na execução da resposta (consumatória ou operante) que não está mais correlacionada com a consequência, um aumento na execução de respostas que eram menos prováveis, e uma conservação da estrutura do comportamento exibido antes da perda ou deterioro. A função dos estímulos antecedentes e/ou discriminativos envolvidos, que constituem a parte vigente da contingência que foi quebrada, também tem se mostrado comprometida. Contudo, a interação entre essas características tem sido estudada de modo separado, seja por complicações técnicas ou por isolamento teórico entre os paradigmas. Neste experimento se apresenta uma proposta que tenta obter uma caracterização mais abrangente das estratégias comportamentais que emergem numa situação de perda, aproveitando a versatilidade topológica e funcional da resposta ocular, e a disponibilidade de recursos técnicos que permitem obter medidas precisas dela. Para isso, no procedimento utilizado foram disponibilizadas alternativas de resposta com diferentes valores de reforçamento em cada. 192 fotografias do IAPS foram categorizadas segundo seu valor emotivo e seu conteúdo em seis categorias: Eróticas, Filhotes (Agradáveis), Paisagens naturais, Paisagens artificiais (Neutrais), Doenças e Violência (Desagradáveis). Pares dessas fotografias foram apresentadas num arranjo de quatro quadrantes na tela do computador, antecedidas de forma consistente por Figuras geométricas específicas para cada categoria, enquanto os tempos de fixação eram registrados com um rastreador ocular. Uma sétima figura geométrica foi pareada aleatoriamente com fotografias de todas as categorias. Após atingir um critério de estabilidade baseado no ranqueamento e correspondência entre os tempos de fixação das Figuras geométricas e das Fotografias, as Fotografias da categoria mais observada foram substituídas por Fotografias daquela correspondente ao terceiro lugar, mas continuaram sendo antecedidas pela mesma Figura geométrica. Os resultados mostraram que o procedimento foi sensível às condições e a manipulação experimental. Foi possível estabelecer um ranqueamento entre as categorias a partir das respostas oculares e caracterizar um padrão de observação após a incongruência introduzida. No caso, as preferências exibidas pela participante foram reorganizadas, com um aumento nos tempos de fixação das categorias agradáveis, evitação das fotografias da categoria Doença enquanto a Figura geométrica que à antecedia começou a ser mais observada, e um aumento no tempo de fixação da categoria de imagens aleatórias. No caso das Categorias alteradas, as fotografias de Filhotes (terceira categoria no ranqueamento) que começaram a ser antecedidas pela Figura geométrica correspondente à categoria Violência (a mais observada), foram menos observadas do que àquelas antecedidas pela figura geométrica treinada na fase anterior. São discutidas as melhoras que o procedimento poderia ter assim como o uso das medidas mais apropriadas na exploração de diversos fenômenos comportamentais. Se analisa se os resultados podem ser entendidos dentro do paradigma de contraste e por último se apresentam comentários sobre a necessidade de aproveitar os desenvolvimentos técnicos que permitem executar experimentos mais complexos / Successive Contrast is one of the experimental paradigms that models the experience of loss. On it, organisms are no longer exposed to reinforcing, appetitive and/or preferred events, but to some others with less quality or value. This results in different behavioral strategies characterized by an important emotional component, a decrement in the response not any longer associated with the consequence (consummatory or operant), an increment in less likely responses, and a preservation of behavioral structure from before the impairment. The role of the antecedent and / or discriminative stimuli involved, which constitute the current part of the contingency that has been broken, has also shown to be compromised. However, the interaction between these characteristics has been studied separately, either by technical complications or by theoretical isolation between paradigms. In this study, we propose a procedure to obtain a more comprehensive characterization of the behavioral strategies that emerge in a situation of loss, taking advantage of the topological and functional versatility of the ocular response, and the availability of technical resources that allow to obtain precise measurements of it. To solve this, alternatives for responding with different values of reinforcement were available. 192 photographs from the IAPS were categorized into six categories according to their emotional value and their content: Erotic, Puppies (Pleasant), Natural Landscapes, Artificial Landscapes (Neutral), Diseases and Violence (Unpleasant). Pairs of these photographs were presented in a four-quadrant arrangement on the computer screen, consistently preceded by specific geometric figures for each category, while fixation times were recorded with an eye tracker. A seventh geometric figure was randomly paired with photographs of all categories. After reaching a stability criterion based on the ranking and correspondence between the fixation times of the Geometric Figures and the Photographs, the Photographs of the most observed category were replaced by Photographs of the one corresponding to the third place, but continued to be preceded by the same Geometric Figure. The results showed that the procedure worked well within our experimental conditions and manipulation. It was possible to establish a ranking from the ocular responses among the categories and to characterize a pattern of observation after the introduced incongruity. The preferences exhibited by the participant were reorganized, with an increase in the fixation time of the pleasant categories, avoidance of photographs of the category Disease while its geometric Figure became more observed, and an increase in the fixation time of the category of random images. On the changed Categories, the photographs of Pups (third category in the ranking) that began to be preceded by the geometric Figure corresponding to the category Violence (the most observed category), were less observed than those preceded by the geometric figure trained in the previous phase. The improvements that the procedure could have as well as the use of the most appropriate measures in the exploration of several behavioral phenomena are discussed. It is analyzed if the results can be understood within the contrast paradigm and finally comments are made on the need to take advantage of the technical developments that allow to execute more complex experiments

Dagens textilindustri står inför ett problem där det produceras för mycket kläder i relation tillefterfrågan. Den höga konkurrensen i branschen förutsätter att företagen använder sig av kampanjer och realisationer för att få varorna sålda. Trots detta rapporterar flertalet företag att de inte lyckats sälja slut reavarorna vilket har lett till minskade marginaler. Den här studien kommer att undersöka hur skyltning i butik påverkar konsumenternas uppmärksamhet vidshopping på rea. De två aspekterna undersökningen kommer utgå från är färgens och budskapets inverkan på uppmärksamheten. Tidigare forskning påvisar att skyltning är ett effektivt sätt att locka kunder till butiker. Vid utformningen av skyltningen bör företagen ta hänsyn till kundsegmentet eftersom konsumenter tenderar att respondera olika beroende på vilket sätt ett budskap är utformat. Studien baseras på ett kontrollerat experiment med ett tekniskt verktyg, eyetracking. Experimentet utfördes i en klädbutik eftersom en naturlig shoppingupplevelse eftersträvades. En kompletterande enkät användes för att samla in den information eyetracking-glasögonen inte kunde generera. Resultatet av studien visar att konsumenter tittar på skyltningen vidshopping på rea. Gällande budskapet på skylten framgår det att procentavdrag är mest attraktivt då dessa skyltar givits mest uppmärksamhet. Studien visar även att en grå skyltfångar konsumenternas uppmärksamhet i större utsträckning än en röd. / Today’s textile industry faces a problem as it produces too much clothing in relation to the demand. The high level of competition in the industry require the companies to apply different campaigns and sales to successfully sell off the products. Despite this, several companies report that they have failed to sell off their discounted products which has resulted in reduced margins. This study will examine in-store signage and its impact on consumers’ attention when shopping reduced price products. The two aspects the study will proceed from are the effect of the colour and the message on consumers’ attention. Previous studies demonstrate that signage is an effective approach of attracting customers to stores. When it comes to the framing of signs, companies should consider customer segment since customers tend to respond differently depending on how a message is framed. The study is based on a controlled experiment with a technical tool, eye tracking. The experiment was conducted in a clothing store for the purpose of pursuing a real-world environment and experience. A complementary questionnaire was used to collect information that the eye tracking-glasses were unable to generate. The results of the study states that customers pay attention to signage when shopping discounted products. Regarding the choice of message framing, it appears that percentage promotions are most attractive due to the attention payed to these signs. The study also shows that the grey sign captured consumer attention to a greater extent than the red one. The study is a bachelor thesis written in Swedish.

This thesis presents an investigation into the high value of structured text (or form) in the context of genre within Information Retrieval. In particular, how are these structured texts perceived and why are they not more heavily used within Information Retrieval & Search communities? The main motivation is to show the features in which people can exploit genre within Information Search & Retrieval, in particular, categorisation and search tasks. To do this, it was vital to record and analyse how and why this was done during typical tasks. The literature review highlighted two previous studies (Toms & Campbell 1999a; Watt 2009) which have reported pilot studies consisting of genre categorisation and information searching. Both studies and other findings within the literature review inspired the work contained within this thesis. Genre is notoriously hard to define, but a very useful framework of ‘Purpose and Form’, developed by Yates & Orlikowski (1992), was utilised to design two user studies for the research reported within the thesis. The two studies consisted of, first, a categorisation task (e-­‐mails), and second, a set of six ‘simulated situations’ in Wikipedia, both of which collected quantitative data from eye tracking experiments as well as qualitative user data. The results of both studies showed the extent to which the participants utilised the form features of the stimuli presented, in particular, how these were used, which ocular behaviours (skimming or scanning) and actual features were used, and which were the most important. The main contributions to research made by this thesis were, first of all, that the task-­‐based user evaluations employing simulated search scenarios revealed ‘how’ and ‘why’ users make decisions while interacting with the textual features of structure and layout within a discourse community, and, secondly, an extensive evaluation of the quantitative data revealed the features that were used by the participants in the user studies and the effects of the interpretation of genre in the search and categorisation process as well as the perceptual processes used in the various communities. This will be of benefit for the re-­‐development of information systems. As far as is known, this is the first detailed and systematic investigation into the types of features, value of form, perception of features, and layout of genre using eye tracking in online communities, such as Wikipedia.

This thesis studies how classical fine art theory and visual structure can be applied to predict the viewers attention and use eye-tracking as a tool to gather results. Also if eye-tracking is applicable for testing game environments and how the artist can affect the player’s choices and actions. First it will go through classic art theory and visual structure principles such as image composition, working with color, line and shapes and contrasts between them. Based on the theory an experiment is made using several pictures and predict where the viewer would look and find interesting and gave the viewer a game environment to interact with and see how it also can be applied in interactive media. All data during these experiments is captured using an eye-tracker system which will register the viewer’s eye movement and placement on the monitor screen. Based on the experiment there is still a lot more to research in using eye-tracking for game analysis. Eye-tracking for still images worked very well and the result data was easy to follow and read, but in interactive environment it becomes more abstract and needs to be evaluated more how to best utilize eye-tracking there. / Denna rapport undersöks hur man kan applicera teori från klassisk konst och visuell struktur till interaktiva spel-miljöer i realtid och kunna påverka en spelares val och handlingar. Först går den igenom teorin som används inom klassisk konst såsom komposition, arbeta med färger, linjer och former samt kontraster mellan dem. Baserat på teorin används olika bilder där teorin appliceras och förutspår vad tittaren ska kolla och finna intressant och vidare därifrån applicera samma metod men på interaktiv media. All data under dessa undersökningar kommer samlas in användandes av eye-tracking system vilket registrerar tittarens ögats rörelse och placering på en datorskärm.  Baserat på resultaten finns det mycket mer att studera inom användning av eye-tracking för spelanalys. Eye-tracking för stillbilder fungerar väldigt bra med klar data att se och läsa, men för interaktiva miljöer blir det snabbt mer abstrakt och behöver utvärderas mer om hur Eye-tracking bäst kan användas där.