Research Seminars

INFLUENCE OF FATIGUE ON VISUAL INFORMATION PROCESSING

Speaker: Dina, RASOLOFOARISON
PhD student HEC School of Management

6 October 2005 - From 12h30 to 14h00

This project examines the effect of fatigue in the context of advertising consumption. It analyzes what kinds

of visual exploration strategies are used when an individual is tired after a day of work and yet is the target of numerous

variety of ads. This question is of prime importance to assess the efficiency of an ad. Indeed, even if one has noticed the

ad, it is not sure that the key elements such as the brand or the logo were seen. More than that, we don't know if the

elements seen were processed the way the advertiser expected it. Our intention is then to use eye-tracking to discover the

visual exploration strategies linked to fatigue. We will conduct experiments on subjects at different times (after work/ in

the morning/ or during the week-end...) in order to analyze their visual paths when tired as well as when not tired. We will

make them watch billboard and print ads on a computer screen where an eye-tracking device is hidden. This system allows

recording gaze points of the subjects, in order to detect the elements that were seen. Once the visual exploration strategies

discovered, we should be able to provide guidelines to marketing practitioners in order to help them optimize the ad

creations as well as the media-planning schedule, in order to counter the effects of fatigue.

Finance

Speaker: Adriano Rampini

23 May 2019 - T105 - From 2:00 pm to 3:15 pm


Finance

Speaker: Luke Taylor

16 May 2019 - T105 - From 2:00 pm to 3:15 pm


Finance

Speaker: Jessica Jeffers

18 April 2019 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Emil Verner

4 April 2019 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Ramona Dagostino

14 March 2019 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Julien Cujean

6 December 2018 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Andres Liberman

29 November 2018 - T004 - From 2:00 pm to 3:15 pm


Finance

Speaker: John Zhu

22 November 2018 - T004 - From 2:00 pm to 3:15 pm


Finance

Speaker: Vicente Cunat

15 November 2018 - T105 - From 2:00 pm to 3:15 pm


Finance

Speaker: Claire Celerier

8 November 2018 - T104 - From 2:00 pm to 3:15 pm



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