The communication of information about vaccines and anti-vaccines is analyzed through the monitoring of issuers, news sites, groups, and messages in social networks. We also investigate the effects of information on people's attention, emotion, and engagement, which were analyzed using eye tracking, galvanic skin response (GSR) and facial expression methods. Results: the flow of communication was not constant, both in the press and on web sites (376 news in 2015, 74 in 2016, 69 in 2017 and, 268 in 2018); posts were informative and neutral; and 80% came from non-professional sources (only 17% were written by a journalist and 3% by a health specialist). On social networks, anti-vaccine Facebook messages and groups were identified, and a mapping of influencers is presented. Analysis of the temporal evolution (years 2015 to 2018) of communicative flows showed that anti-vaccine posts decreased. Gender differences appeared in the visual exploration of information sources and in the provoked emotion responses (GSR and facial expression). In pro-vaccine pages women looked at the headline first, while men looked at the photograph. Emotional responses and engagement did not show differences between anti-vaccine and pro-vaccine web sites. No differences were found in the emotion provoked (GSR) between both website types: anti-vaccination persuasion occurred via cognitive, not emotional, methods by using heuristics (e.g., conspiracy theories). Emotional responses and engagement did not show differences between pro-vaccine and anti-vaccine web sites.
The use of apps in education is becoming more frequent. However, the mechanisms of attention and processing of their contents and their consequences in learning have not been sufficiently studied. The objective of this work is to analyze how information is processed and learned and how visual attention takes place. It also investigates the existence of gender differences. The responses to 15 images are analyzed using 'Eye Tracking' and EEG in a sample of 22 young students. The recall and liking of the stimuli is also analyzed. The characteristics of the images are evaluated by experts. The results indicate that there is a different pattern of visual activity between men and women which does not affect subsequent recall. The recall is determined by the emotional value of the image and its simplicity: more complex images demand more time of visual fixation but are less remembered. EEG responses confirm the importance of the playful component of the memory and low involvement processing. The conclusion is that the behavior against an app of this type resembles the low commitment behavior of advertising itself. Finally, some considerations for the app content design are proposed. El empleo de apps en educación es cada vez más frecuente. Sin embargo, no se han estudiado suficientemente los mecanismos de atención y procesamiento de sus contenidos y sus consecuencias en el aprendizaje. El objetivo de este trabajo es analizar cómo se procesa y aprende la información y qué tipo de atención visual se le presta. También se investiga la posible existencia de diferencias de género. Sobre un total de 22 jóvenes se analizan las respuestas de «Eye Tracking» y electroencefalograma (EEG) frente a 15 estímulos de una app de educación en salud. También se analiza el recuerdo y agrado de los estímulos por parte de los sujetos. Las características de las imágenes son evaluadas por expertos. Los resultados indican que existe un patrón de actividad visual diferente entre hombres y mujeres el cual no incide sobre el recuerdo posterior. El recuerdo viene determinado por el valor emocional de la imagen y su simplicidad: las imágenes más complejas absorben más tiempo de fijación visual pero son recordadas menos. Las respuestas del EEG confirman la importancia del aspecto lúdico sobre el recuerdo. La conclusión es que la conducta frente a una app de este tipo se asemeja a la conducta de bajo compromiso propio de la publicidad.
The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A physical appearance acceptance movement has also begun, based on interaction with images, on which the social network is also based. The purpose of this research was to determine how attention is paid to fashion promotion and to the awareness of physical appearance acceptance by curvy influencers in comparison with communications by fashion brands on Instagram. The quantitative and qualitative methodology is based on the use of a biometric eye tracking technique applied to a sample of 120 participants from Spain and Portugal, matching the profile of the main users of Instagram: urban university women under 25 years old with an interest in fashion, and a self-perception as a curvy woman. The results point to more attention focused on the imperfections for which curvy influencers are raising awareness than on the fashion they promote when these awareness factors are more visible, as well as more attention focused on the fashion accessories worn by curvy brand models than those worn by the influencers, with specific and significant differences between Spanish and Portuguese audiences.
Individuals vary in the extent to which they have unfavorable attitudes towards vaccines. The Vaccination Attitudes Examination (VAX) Scale is a recently developed brief 12-item questionnaire created to better understand general vaccination attitudes. The current research aimed at providing a Spanish adaptation of the VAX Scale. After conducting an initial pilot study, Exploratory and Confirmatory Factor Analysis showed that the Spanish version of the scale had good internal consistency and factor structure (Study 1), discriminant validity from other individual differences measures (such as the Beliefs about Medicine Questionnaire and the Medical Mistrust Index) as well as good predictive validity of relevant vaccination-related outcomes (Study 2). In conclusion, in the present research, the Spanish version of the VAX scale proved to have a high internal consistency, showed convergent validity with other conceptually similar constructs, and successfully predicted vaccination intentions and vaccination decisions. Having this scale available in Spanish will allow researchers to analyze vaccination processes and vaccine hesitancy over a great number of people.
Music plays an important role in advertising. It exerts strong influence on the cognitive processes of attention and on the emotional processes of evaluation and, subsequently, in the attributes of the product. The goal of this work was to investigate these mechanisms using eye-tracking, facial expression and galvanic skin response (GSR).Nineteen university women were exposed to the same TV ad of a perfume in our Laboratory (https://neurolabcenter.com/). Nine of them were randomly assigned to the music version and ten to the silent version. During viewing, the visual areas of interest, the fixation time, the facial emotions and the GSR were recorded. Before and after viewing the subjects completed a questionnaire. Results: 1) The commercial with music caused a GSR level higher than without music. The GSR evaluates the degree of arousal (emotion)., 2) The facial expression indicated that the variable "enjoy" and "engagement" were significantly higher in the version with music. The positive valence (liking) presented higher values in the musical version, 3) However, the evaluation of the variable "attention", measured through facial expression, did not show differences between the groups. There were also no differences in the heat maps of areas of interest. 4) The attributes evaluation of the product, measured with the pre-post questionnaire, showed greater increases after exposure to the musical version, but only in specific product's attributes, such as "power" but not on other attributes, such as "status". These results are interpreted within the framework of the recent theories of advertising and music (Oakes, 2007).
Diferentes trabajos han analizado la adicción al Smartphone (Young, 2009; Beard, 2005). Sin embargo, todavía no existe una base teórica sólida que permita interpretar desde la psicología social este trastorno adictivo, ni una herramienta de diagnóstico precoz breve derivada de este fundamento (Cuesta, Cuesta y Martínez, 2019). Se hace indispensable la creación de herramientas que permitan estudiar los mecanismos psicosociales que subyacen al uso problemático del Smartphone, y que aporte conocimientos que permitan analizar sus fundamentos psicosociales y posibles perfiles de uso. Objetivo: La creación de un cuestionario breve de adicción/uso problemático al Smartphone que permita investigar los diferentes perfiles psicosociales de uso. Método: Un meta análisis de la bibliografía permitió detectar los factores psicosociales validados empíricamente sobre los cuales existe mayor consenso. Posteriormente se realizaron tres grupos de discusión y cinco entrevistas en profundidad entre expertos y profesionales. Con estos datos se elaboró un cuestionario abreviado que fue cumplimentado por una muestra de jóvenes universitarios en dos ocasiones (test-retest). Resultados: El cuestionario obtuvo adecuados valores de Cronbach y test-retest en todos los ítems. El análisis factorial realizado permitió encontrar una estructura factorial de 4 factores de uso que fueron denominados: envolventes, socializados, virtualizados y estresados. Estas denominaciones, que remiten a los factores psicosociales presentes con mayor peso en cada factor, parecen indicar la existencia de diferentes patrones de uso problemático del móvil lo cual supone replantearse la adicción al Smartphone no como un único concepto y admitir la existencia de diferentes tipos de adicción. En un futuro se deberá explorar la existencia de factores y su vinculación a patrones de personalidad.
ResumenEl smartphone se ha convertido en un objeto imprescindible en la vida diaria de los adolescentes, provocando en ocasiones cierto uso problemático o adictivo (Chóliz 2012). Esta investigación analiza el imaginario colectivo que subyace a esta conducta con el objetivo de conocer sus bases motivacionales. Los resultados parecen indicar que existe, bajo determinadas condiciones, un elevado riesgo de "conducta excesiva".
El Espacio Europeo de Educación Superior fomenta integrar las nuevas tecnologías en las metodologías docentes y mejorar la adquisición de competencias, cuestiones demandadas por los alumnos de la Universidad Complutense de Madrid, todos hoy con un perfil de nativo digital o “millennial”. El artículo realiza un estudio sobre la implantación de la realidad virtual inmersiva en la parte práctica de las asignaturas de comunicación empresarial, específicamente en Comunicación de Crisis. La metodología se ha basado en encuestas y “focus group” a alumnos y profesores. Las conclusiones permiten afirmar que la realidad virtual inmersiva mejora las expectativas y el interés de los estudiantes y supone un incremento en las competencias adquiridas, permitiendo mejorar los niveles de empleabilidad, una de sus principales causas de insatisfacción. El uso consolidado de la telefonía móvil aconseja la elección de equipos de realidad virtual para estos dispositivos en vez de “cuevas” (C.A.V.E.) o equipos para videoconsolas.
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