The Cognitive Processing of an Educational App with EEG and 'Eye Tracking'

Cuesta-Cambra, Ubaldo, Niño-González, José-Ignacio and Rodríguez-Terceño, José The Cognitive Processing of an Educational App with EEG and 'Eye Tracking'. Comunicar, 2017, vol. 25, n. 52, pp. 41-50. [Journal article (Paginated)]

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English abstract

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.

Spanish abstract

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.

Item type: Journal article (Paginated)
Keywords: Neuromarketing, neurocommunication, health communication, app, gamification, eye tracking, attention, Neuromarketing, neurocomunicación, comunicación y salud, app, gamificación, eye tracking, atención
Subjects: B. Information use and sociology of information > BJ. Communication
G. Industry, profession and education.
G. Industry, profession and education. > GH. Education.
Depositing user: Alex Ruiz
Date deposited: 16 Jan 2018 11:53
Last modified: 16 Jan 2018 11:53
URI: http://hdl.handle.net/10760/32151

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