El procesamiento cognitivo en una app educativa con electroencefalograma y «Eye Tracking»

  1. Ubaldo Cuesta Cambra 1
  2. José Ignacio Niño González 1
  3. José Rodríguez Terceño 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 ESERP Business School
Journal:
Comunicar: Revista Científica de Comunicación y Educación

ISSN: 1134-3478

Year of publication: 2017

Issue Title: Cerebro social e inteligencia conectiva

Issue: 52

Pages: 41-50

Type: Article

DOI: 10.3916/C52-2017-04 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Comunicar: Revista Científica de Comunicación y Educación

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.

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Funding information

Investigación parcialmente financiada por el Laboratorio de Neuromarketing del Departamento de Comunicación Audiovisual y Publicidad II de la Universidad Complutense de Madrid (España)

Funders

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