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Neurolinguistic Programming (NLP) represents a new approach to understanding the process of human communication. Developed by Richard Bandler and John Grinder in the early 1970s, it is derived from linguistics, psychology, neurophysiology, kinetics, and cybernetics. NLP is designed to help its users—whether they are therapists, salespersons, or teachers—more quickly gain rapport with their subjects.

This study aimed to provide user-centered evidence for health professionals to make optimal use of images for the effective dissemination of health information on Facebook (FB).

Using an eye-tracking experiment and a survey method, this study examined 42 participants' reading patterns as well as recall and recognition outcomes with 36 FB health information posts having various FB post features.

The findings demonstrated that FB posts with text-embedded images received more attention and resulted in the highest recall and recognition. Meanwhile, compared to text-embedded images, visual only images yielded less effective recall of information, but they caught the viewers' attention; graphics tended to attract more attention than photos. For effective communication, the text features in FB posts should align with the formats of the images.

The findings of this study provide practical implications for health information disseminators by suggesting that text-embedded images should be used for effective health communication.

This study provided evidence of users' different viewing patterns for FB health information posts and the relationship between FB post types and recall and recognition outcomes.

The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity picture elements as independent variables, under the premise of background color and content complexity and to investigate the best visual search law of logo elements in online advertising format. The result shows that when the picture element is fixed in the center of the advertisement, it is suggested that the logo element should be placed in the middle position parallel to the picture element (left middle and upper left), placing the logo element at the bottom of the picture element, especially at the bottom left should be avoided. The designer can determine the best online advertising format based on the visual search effect of the logo element and the actual marketing purpose.

In this experiment, the repeated measurement experiment design was used in a single factor test. According to the criteria of different types of commodities and eight matching methods, 20 advertisements were randomly selected from 50 original advertisements as experimental stimulation materials, as shown in Section 2.3. The eight matching methods were processed to obtain a total of 20×8=160 experimental stimuli. At the same time, in order to minimize the memory effect of the repeated appearance of the same product, all pictures, etc., the probability was randomly presented. In addition, in order to avoid the pre-judgment of the test for the purpose of the experiment, 80 additional filler online advertisements were added. Therefore, each testee was required to watch 160+80=240 pieces of stimulation materials.

On one hand, when the image elements are fixed for an advertisement, the advertiser should first try to place the logo element in the right middle position parallel to the picture element, because the commodity logo in this matching mode can get the longest average time of consumers’ attention, and the duration of attention is the most. Danaher and Mullarkey (2003) clearly pointed out that as consumers look at online advertising, the length of fixation time increases, the degree of memory of online advertisement is also improved accordingly. Second, you can consider placing the logo element in the left or upper left of the picture element. In contrast, advertisers should try to avoid placing the logo element at the bottom of the picture element (lower left and lower right), especially at the lower left, because, at this area, the logo attracts less attention, resulting in shortest duration of consumer attention, less than a quarter of consumers’ total attention. This conclusion is consistent with the related research results.

Advertising owners in the logo and picture elements for typesetting, if advertisers want to highlight the elements of the commodity logo, the logo should be arranged in the first point of view more locations, which cause consumers more unconscious processing, to achieve good memory and communication effects. Therefore, based on the above conclusions, it is also recommended that the logo elements should be placed on the right side of the picture elements in the advertising layout, and the sixth form of matching should be avoided as much as possible.

Managers are one of numerous stakeholder groups for whom the chief executive officer (CEO) statement, published with the annual report and accounts, would have visual impact. Addresses components of traditional print design by measuring areas of interest (attracting initial attention) and retaining interest (dwell times). Eye movement data analysis reveals that employees spend similar amounts of time reading their CEO messages regardless of time available, content, design, status or corporate culture. Implications for print design and image for the learning organisation include a hypothesis that a self‐imposed three minute rule operates in this area of corporate communication.

The purpose of this study is to explore the impact of mobile learning platforms on users' study efficiency and develop cognitive indicators to evaluate users' study efficiency on mobile learning platforms.

Layout style was the only independent factor that was investigated. A between-group experimental design was employed. Eye movement data were recorded during the experiment, following which participants were asked to complete an after-scenario questionnaire. This study evaluated the usability of the proposed new design using both subjective and objective data. The computer system usability questionnaire V3 (CSUQ) was used to measure subjective data. For the eye-tracking measure, gaze entropy, the proportion of fixation count and duration of each AOI were calculated. Gaze entropy reflects the complexity of information organization. Fixation counts and AOI duration represent the difficulty of information processing and attention distribution, respectively during the task.

The results indicated that interface layout presents significant effects on user's learning efficiency, usability and cognitive load. Sequential layout improved efficiency and satisfaction among participants and reduced information complexity. The results provided useful insights for designers whose goal is to improve user's learning efficiency under mobile learning scheme.

This study investigated the effects of interface layout on usability, user performance and cognitive load using subjective ratings and eye-tracking technology. Gaze entropy was used to measure the complexity of information organized by the interface design. Fixation count and duration proportion were used to identify the difficulty of information processing and distinguish users' distribution of cognitive resources. The results indicated that a vertical layout panel design was more efficient than a horizontal layout panel design. The design implications of the eye tracking indicators and research results were then summarized. This study is expected to encourage designers to optimize their design proposals using eye tracking testing.

Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience.

The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield.

The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions?

The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing.

To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.

This study aims to understand how college students' personal and health-related characteristics are related to their reading behaviors and cognitive outcomes of Facebook health information through eye tracking data and cognitive outcomes.

This study analyzed users' gaze movement data and results of recall and recognition tests to investigate users' reading patterns and their consequences with cognitive outcomes. The gaze movements are analyzed with eye tracking data including the average fixation count and time to first fixation.

The results of reading patterns show that Texts and Images are highly viewed and viewed immediately by participants when the posts were presented. There was no clear pattern with fixation counts to determine cognitive outcomes. However, the findings of study suggest that there is a clear pattern of reading Facebook posts with areas of interest (AOIs). Among five AOIs observed, participants viewed Images first and then Texts when a Facebook post is presented. On the other hand, they read Texts more carefully than Images. The findings of this study suggest that while images contribute to gaining users' attention, a clear and precise message needs to be delivered in text message to ensure readers' correct understanding and application of health information.

The user-centered evidence on reading behaviors and cognitive outcomes will make contributions to how health professionals and health organizations can make optimal use of Facebook for effective health information communication.

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0177

The purpose of this paper is to explore the effects of a large e-book touch-wall, on which the visualized interface provides information in a fun, hedonic-oriented fashion on readers of different ages browsing in a public library. The authors examined how emotions exert influence on the information-seeking behaviors of readers.

The authors investigated the emotions and responsive eye movements of 38 readers in various age groups when operating the touch-wall interface of New Taipei City Library. They were monitored using an eye-tracker and a camera that videotaped their spontaneous facial expressions. A facial affect scoring technique was used to measure emotions and statistical analysis was used to explore the relationships among the scope of eye movements, emotions and information-seeking behavior of readers of different ages.

Results revealed that participants experienced an array of emotions, such as contemplative, doubtful or peaceful. The older the participant was, the smaller the scope of eye movements was. Scope was also affected by emotions (both positive and negative).

These results serve as useful reference for exploration into human – information interaction, perceived ease of use, affected searching and the formulation of knowledge structures in visualized interfaces.

The rapid growth of m-commerce and mobile marketing has flooded the users with homogeneous contents that raise little user interest making the users' browsing pattern on these contents aimless free browsing. However, the interface that presents the mobile marketing contents triggers much user attention, especially the layout. Without significant usability defects, the layout poses influences on the user's aesthetic experience. Identifying the layout attributes that affect user aesthetic preference is critical to the design of mobile marketing interfaces since they influence users' interaction intention, cognitive process, and decision-making.

In this paper, 6 layout attributes that quantify the aesthetic design of the interface layout and 3 eye-movement indicators that connect to human aesthetic preference were identified through literature research. An eye-tracking experiment measuring the 3 eye-movement indicators on 6 pairs of interface layout materials corresponding to the 6 layout attributes was conducted. The experiment was designed to mimic the free browsing context in mobile marketing. The materials were divided into Liked/Disliked preference groups according to the response of the subjects. Analysis of indicators on materials between the L/D groups shows that the attributes of balance, centricity, density, simplicity, and symmetry affect user aesthetic preferences.

Analysis of the attribute value levels shows that balance, centricity, and density are responsible for addressing users' aesthetic preferences for a disliked interface layout. The study suggests an attribute set for quantitatively optimizing the aesthetic design of mobile marketing system interfaces and provides evidence for the visual attention and cognitive process under the free browsing context.

The study contributes to the field both theoretically and practically: (1) it provides support for optimizing the interface layout of mobile marketing systems quantitatively from the aesthetic perspective. (2) It promotes the cognitive attention theory by providing evidence for the cognitive process of interacting with mobile marketing interfaces from the perspective of visual attention and cognitive fluency. (3) It expands the objects of visual perception from traditional or symbolic artworks (such as logos) to the abstract visual stimuli of interface layout. (4) It suggests an optimization tool of five quantification layout attributes for mobile marketing businesses and platforms to aesthetically improve their marketing interfaces to improve user experiences.