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- W2481567325 abstract "This study is concerned with using rational and emotional stimuli and analyzing changes of our visual attention responses with the aid of eye-tracking method. Those rational and emotional stimuli were designed in a form of advertising copies and images. To add rigor to our study, we organized heterogeneous stimuli and homogeneous stimuli to make appropriate stimuli, where heterogeneous stimuli consist of either emotional copies and rational images, or rational copies and emotional images. Homogeneous stimuli are designed to consist of either emotional copies and emotional images, or rational copies and rational images. By using those stimuli, we measured respondent’s cognitive load and need-for-cognition by taking advantage of the eye-tracking technique. 80 respondents were invited to our experiments, and their physiological responses were measured in a form of cognitive load and need-for-cognition. We analyzed fixation length data from the participants’ eye-movement with the stimuli. Participant’s cognitive load increased more when they were exposed to heterogeneous stimuli, while participant’s fixation length changed significantly only when there exists interaction effect between cognitive load and need-for-cognition in response to the stimuli." @default.
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- W2481567325 date "2016-01-01" @default.
- W2481567325 modified "2023-10-18" @default.
- W2481567325 title "An Eye-Tracking Approach to Evaluating Decision-Makers’ Cognitive Load and Need-for-Cognition in Response with Rational and Emotional Advertising Stimuli" @default.
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- W2481567325 doi "https://doi.org/10.1007/978-3-319-40548-3_35" @default.
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