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Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to empirically test the predictions of a new dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory.

An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar video ads. An eye-tracking software feature called intelligent bounding boxes (IBBs) was used to track attention to moving AOIs. AOIs were coded for the presence of static salience variables (size, brightness, colour and clutter) and dynamic attention theory dimensions (imminence, motivational relevance, task relevance and stability).

Static salience variables contributed 90% of explained variance in fixation and 57% in fixation duration. However, the data further supported the three-way interaction uniquely predicted by dynamic attention theory: between imminence (central vs peripheral), relevance (motivational or task relevant vs not) and stability (fleeting vs stable). The findings of this study indicate that viewers treat dynamic stimuli like real life, paying less attention to central, relevant and stable AOIs, which are available across time and space in the environment and so do not need to be memorised.

Despite the limitations of small samples of consumers and video ads, the results of this study demonstrate the potential of two relatively recent innovations, which have received limited emphasis in the marketing literature: dynamic attention theory and IBBs.

This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability. To better understand how to execute video advertising to direct and retain attention to important AOIs, advertisers and advertising researchers are encouraged to use IBBs.

This study makes two original contributions: to marketing theory, by showing how dynamic attention theory can predict attention to video advertising better than salience theory, and to marketing research, showing the utility of tracking visual attention to moving objects in video advertising with IBBs, which appear underutilised in advertising research.

The internal fixation plate of bone fractures by using polylactic acid (PLA) has attracted the attention of many researchers, as it is biodegradable and biocompatible to the human body. However, its brittleness has led to implant fracture. On the contrary, polypropylene carbonate (PPC), which is also biodegradable and biocompatible, has an excellent elongation at break. The purpose of this paper is to compare the PLA fixation plate with the new fixation plate made up of PLA/PPC blends by using finite element analysis (FEA).

The mandible bone from CT data set and fixation plate was designed by using the MIMICS, Amira and Solidworks softwares. Abaqus software was used for FEA of PLA/PPC fixation plate applied on the fractured mandible bone. A model of mandibular bone with a fracture in the body was subjected to incisor load. The analysis was run to determine the von Mises stress, elongation of the fixation plate and the displacement of the fractured gap of PLA/PPC blends fixation plate.

The von Mises stress predicted that all the blend compositions were safe to be used as a fixation plate since the stress values were less than the yield strength. In addition, the stress value of the fixation plate was gradually decreased up to 20 percent when the amount of PPC increased to 30 percent. This indicates that the stress shielding effect was successfully reduced. The elongation of the fixation plate was gradually increased from 11.54 to 12.55 µm as the amount of PPC in the blends increased from 0 to 30 percent, thereby illustrating that the flexibility of the fixation plate was improved by the addition of PPC. Finally, the measured displacement of the fractured gap for all compositions of PLA/PPC blends fixation plate is less than 150 µm, which proves the likely success of fracture fixation by using the PLA/PPC blends.

An optimum solution of PLA/PPC blends and another new material such as compatibilizer need to be introduced in the blends in order to improve the performance of PLA/PPC blends as a new material for a fixation plate. Besides, by using the same method of producing PLA/PPC blends, longer durations for in vitro degradation of PLA/PPC blends are essential to further understand the degradation behavior of the blends applied in the human body. Finally, it is also important to further test the mechanical strength of PLA/PPC blends during the degradation period to know the current strength of the implant in the healing process of the bone.

PLA fixation plate and screw can commercially be used in CMF surgery since they reduce cost because of the elimination of secondary surgery to remove the fixation plate and screw after the healing process.

It is hoped that the advantages of this research will ensure the market of PLA product to continue expanding in medical application.

This study is one of the alternative ways for the biomedical researchers to improve the elongation break of PLA. Currently, many researchers focus on polymeric materials such as PLA, poly(glycolic) acid and polydioxanone blends, which were extensively being used in CMF surgery. However, the work on PLA/PPC blends to be used as one of the materials for the CMF fixation plate is very limited, if any. PPC, the proposed material for this research, will improve the mechanical performance of PLA fixation plate and screw to become more sustainable and flexible when applied on human mandible bone.

This paper aims to test the similarity of the results of on-screen eye tracking compared to mobile eye tracking in the context of first fixation location on stimuli.

Three studies were conducted altogether with 117 participants, where the authors compared both methods: stationary eye tracking (Tobii Pro X2-60) and mobile eye tracking (Tobii Pro Glasses 2).

The studies revealed that the reported average first fixation locations from stationary and mobile eye tracking are different. Stationary eye tracking is more affected by a centre fixation bias. Based on the research, it can be concluded that stationary eye tracking is not always suitable for studying consumer perception and behaviour because of the centre viewing bias.

When interpreting the results, researchers should take into account that stationary eye tracking results are affected by a centre fixation bias. Previous stationary eye tracking research should be interpreted with the centre fixation bias in mind. Some of this previous work should be retested using mobile eye tracking. If possible small-scale pilot studies should be included in papers to show that the more appropriate method, less affected by attention biases, was chosen.

Managers should trust research where the ability of package design to attract attention on a shelf is tested using mobile eye tracking. The authors suggest using mobile eye tracking to optimise store shelf planograms, point-of-purchase materials, and shelf layouts. In package design, interpretations of research using stationary eye tracking should consider its centre fixation bias. Managers should also be cautious when interpreting previous stationary eye tracking research (both applied and scientific), knowing that stationary eye tracking is more prone to a centre fixation bias.

While eye tracking research has become more and more popular as a marketing research method, the limitations of the method have not been fully understood by the field. This paper shows that the chosen eye tracking method can influence the results. No such comparative paper about mobile and stationary eye tracking research has been done in the marketing field.

The purpose of this paper is to compare fracture‐fixation and bone‐healing promotion efficacies of an intramedullary (IM) nail‐type and an external osteosynthesis plate‐type femoral trochanteric‐fracture implants using the results of a combined multi‐body dynamics and finite element analyses. For both implants, fracture fixation was obtained using a dynamic hip blade which is anchored to the femur head on one end and is connected to the IM rod/plate on the other. The analysis was carried out for two pre‐fracture conditions of the femur: healthy and osteoporotic.

The musculoskeletal dynamics portion of the analysis was used to obtain realistic physiological loading conditions (i.e. muscle forces and joint reaction forces and moments) associated with four typical everyday activities of a patient, namely, walking, lunging, cycling and egress (i.e. exiting a passenger vehicle). The subsequent structural finite element analysis of the fractured femur/implant assembly was employed to quantify fracture‐fixation efficacy (as measured by the extents of lateral (found to be minor), flexural and torsional displacements of the two femur fragments) and the bone‐healing promotion efficacy (as quantified by the fraction of the fractured surface area which experienced desirable contact pressures).

The results obtained show that, in general, the IM‐rod type of implant out‐performs the osteosynthesis plate type of implant over a large range of scenarios involving relative importance of the bone‐healing promotion and fracture‐fixation efficacies, health condition of the femur and the activity level of the patient. More specifically, the more active the patient and the larger extent of osteoporosis in the femur, the more justifiable is the use of the IM‐rod type of implant.

The present approach enables assessment of the fracture‐fixation performance of orthopedic implants under physiologically realistic loading conditions.

This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored.

The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition.

Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration.

This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

This study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.

An eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.

The results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.

This study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.

Attentive to task-related information is the prerequisite for task completion. Comparing the cognition between attentive readers (AR) and inattentive readers (IAR) is of great value for improving reading services which has seldom been studied. To explore their cognitive differences, this study investigates the effectiveness, efficiency and cognitive resource allocation strategy by eye-tracking technology.

A controlled user study of two types of task, fact-finding (FF) and content understanding (CU) tasks was conducted to collect data including answer for task, fixation duration (FD), fixation count (FC), fixation duration proportion (FDP), and fixation count proportion (FCP). 24 participants were placed into AR or IAR group according to their fixation duration on paragraphs related to task.

Two types of cognitive resource allocation strategies, question-oriented (QO) and navigation-assistant (NA) were identified according to the differences in FDP and FCP. In FF task, although QO strategy was applied by the two groups, AR group was significantly more effective and efficient. In CU task, although the two groups were similar in effectiveness and efficiency, AR group promoted their strategies to NA while IAR group sticked to applying QO strategy. Furthermore, an interesting phenomenon “win by uncertainty”, which implies IAR group may get correct answer through uncertain means, such as clue, domain knowledge or guess, rather than task-related information, was observed.

This study takes a deep insight into cognition from the prospect of attentive and inattentive to task-related information. Identifying indicators about cognition helps to distinguish attentive and inattentive readers in various tasks automatically. The cognitive resource allocation strategy applied by readers sheds new light on reading skill training. A typical reading phenomenon “win by uncertainty” was found and defined. Understanding the phenomenon is of great value for satisfying reader information need and enhancing their deep learning.

The purpose of this paper is to study the possible influence of congruity on the way ad banners are watched and remembered in online newspapers.

The effects of the thematic connection between banner subject and article content are examined at the level of gaze behaviour using eye tracking technology, while questionnaires are exploited to assess both free and helped recall. Two “kinds of reading” are also considered, namely “imposed” (where the tester has to read a specific article) and “free” (where the tester can choose the article's topic from a set).

Results indicate that congruity matters for the way banners are looked at, although it seems to have a limited influence on memory. Moreover, the kind of reading is significant in a few cases.

The design of ad banners for web content is very critical, due to the so‐called “banner blindness” phenomenon. At the same time, ad banners are crucial for online newspapers, which rely on them as the main source of revenues. Understanding the potential of congruity is therefore an essential point.

Results to date obtained from previous research about congruity between online content and ad banners are contrasting, and further investigations are thus necessary. Moreover, in the context of online newspapers, congruity has been considered in extremely few cases and, to the best of the authors' knowledge, without using eye tracking technology. The outcomes of this study can be exploited to drive further research in the field.

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.

This paper aims to study microwave pad dyeing process for wool fabric. Influences of various dyeing process conditions including galactomannan dosage, urea dosage, sodium bisulphite dosage, pH value, microwave irradiation power, treating time and cold batching time before microwave fixation on K/S values were analysed. The colour yield, fixation and levelness were compared between microwave fixation and cold batching fixation.

Colour yield (K/S values) was calculated using a Datacolor SF650 colour measuring and matching instrument (10° standard observer, CIE D65 light source Measuring; Datacolor, USA) and was used to determine the depth of the shade of dyed wool fabrics. Levelness of dyeing was evaluated also using the Datacolor SF650 colour measuring and matching instrument by measuring average deviation (S), range (P) of the maximum and the minimum for lightness (L), chroma (C) and hue (h), and balanced colour difference (ΔE) at 20 specified uniform locations on the wool fabrics. The colour difference was calculated as per the equation ΔE=(ΔL2+Δa2+Δb2)1/2 as appearing in the Experimental section. Fixation was determined using a Datacolor SF650 colour measuring and matching instrument by measuring ratio the of K/S for wool fabrics that were rinsed, washed, neutralised and then dried, and wool fabrics that were dried after fixation without washing. The pH of the padding solution was evaluated using a PHSJ-4A PH meter (Datacolor, USA). SEM analysis was done on JEOL JSM-5600LV machine (JEOL Ltd, Japan).

This study is based on application of microwave technology in the processing of silk.

It was found in laboratory experiments that uniform dyeing and deeper colour can be achieved throughout the microwave pad dyeing process for wool by using galactomannan. The novel process could reduce the dyeing time and the energy consumption of the traditional cold pad-batch dyeing process for wool fabric.