Applying Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience.

This research project has the goal to verify whether the application of neuromarketing techniques, such as implicit association test (IAT) techniques and emotional facial expressions analyses may contribute to the assessment of user experience (UX) during and after website navigation. These techniques have been widely and positively applied in assessing customer experience (CX); however, little is known about their simultaneous application in the field of UX. As a specific context, the experience raised by different websites from two well-known automotive brands was compared. About 160 Italian university students were enrolled in an online experimental study. Participants performed a Brand Association Reaction Time Test (BARTT) version of the IAT where the two brands were compared according to different semantic dimensions already used in the automotive field. After completing the BARTT test, the participants navigated the target website: 80 participants navigated the first brand website, while the other half navigated the second brand website (between-subject design). During the first 3 min of website navigation, emotional facial expressions were recorded. The participants were asked to freely navigate the website home page, look for a car model and its characteristics and price, use the customising tool, and in the end, look for assistance. After the website navigation, all the participants performed, a second time, the BARTT version of the IAT, where the two brands were compared again, this time to assess whether the website navigation may impact the Implicit Associations previously detected. A traditional evaluation of the two websites was carried on by means of the classic heuristic evaluation. Findings from this study show, first of all, the significant results provided by neuromarketing techniques in the field of UX, as IAT can provide a positive application for assessing UX played by brand websites, thanks to the comparison of eventual changes in time reaction between the test performed before and after website navigation exposure. Secondly, results from emotional facial expression analyses during the navigation of both brand websites showed significant differences between the two brands, allowing the researchers to predict the emotional impact raised by each website. Finally, the positive correlation with heuristic evaluation shows that neuromarketing can be successfully applied in UX.

Looking at One's Self Through Facebook Increases Mental Stress: A Computational Psychometric Analysis by Using Eye-Tracking and Psychophysiology.

The aim of this study was to investigate if Mental Stress was superior, inferior, or equal navigating on Facebook own profile or others profiles. An experimental manipulation would invalidate the results since it would force the participants to navigate in only one condition each time. To overcome this problem, we used an eye-tracker to get clear time markers that identified the areas where the participants focused during all of the Facebook navigation. While the gazes were being recorded for 30 participants, we simultaneously recorded their psychophysiological signals, which were extracted and paired with each specific focus area. Consequently, we obtained the psychophysiological correlates of Facebook navigation for both the conditions related to "own" and "others." The areas related to own were about the own profile (such as exploring and focusing on one's own information, posting one's own news, and similar activities). The areas related to others were about Facebook friends (e.g., exploring others' profiles and reading comments). The results showed that, based on cardiovascular measures (strong measurements of psychological stress), looking at one's own profile increased mental stress level. Bayesian analyses showed that these differences between the two conditions were not due to the cognitive load or the different attentional and emotional content in the two conditions. The study posed new questions about the expression of one's self to others, and indicated potential detrimental effects of chronic stress deriving from being more oriented to the self than the others.

A Stimulus-Response Processing Framework for Pupil Dynamics Assessment during Iso-Luminant Stimuli.

Pupil size is governed by the synergic action of the Autonomic Nervous System. Pupil Diameter (PD) is primarily influenced by the light level and it is responsive to variations of global luminance level. However, recent studies have shown that there is also a high-level interpretation which could modulate this physiological response. In this paper, we develop an ad-hoc protocol based on iso-luminant stimuli and validate its effectiveness for the analysis of high-level modulation of pupil response. A visual illusion was reproduced from literature and adapted in two different colors. Prior to the response analysis, a reconstruction of the missing data due to blinks and other artifacts were reconstructed by using a recently developed signal reconstruction algorithm (Iterative - Single Spectrum Analysis: I-SSA); then both time and frequency domain parameters were extracted from the PD signal. Results indicate that there are peculiarly different responses to iso-luminant stimuli with different image structures and dominating colors, thus indicating a possible high-level processing mechanism. Our results pave the way for future evaluation of comatose or generic unconscious state based on non-contact pupil dynamics assessment.

Computational Psychometrics in Communication and Implications in Decision Making.

Recent investigations emphasized the role of communication features on behavioral trust and reciprocity in economic decision making but no studies have been focused on the effect of communication on affective states in such a context. Thanks to advanced methods of computational psychometrics, in this study, affective states were deeply examined using simultaneous and synchronized recordings of gazes and psychophysiological signals in 28 female students during an investment game. Results showed that participants experienced different affective states according to the type of communication (personal versus impersonal). In particular, participants involved in personal communication felt more relaxed than participants involved in impersonal communication. Moreover, personal communication influenced reciprocity and participants' perceptions about trust and reciprocity. Findings were interpreted in the light of the Arousal/Valence Model and self-disclosure process.

Characterization of affective states by pupillary dynamics and autonomic correlates.

With the recent advent of new recording devices and an easier access to signal processing tools, researchers are increasingly exploring and studying the Pupil Dilation (PD) signal. Recently, numerous studies pointed out the relations between PD dynamics and psychophysiological states. Although it is well known that PD is controlled by the Autonomic Nervous System (ANS), and ANS responses are related to emotional events/stimuli, the relationship between emotional states and PD is still an open issue. The aim of this study is to define the statistical properties of the PD signal, to understand its relation with ANS correlates such as Heart Rate Variability (HRV) and respiration (RESP), and to explore if PD could provide information for the evaluation of the psychophysiological response of ANS to affective triggering events. ECG, RESP, and PD data from 13 normal subjects were recorded during a memory recall paradigm, and processed with spectral and cross-spectral analysis. Our results demonstrate that variability indices extracted from fast PD oscillations, not observable through standard cardiorespiratory identification in the frequency domain, would be able to discern psychophysiological responses elicited by basic emotional stimuli. A strong linear coupling was found between the variables, due to the influence of RESP on both PD and HRV within the High Frequency (HF) band, from 0.15 to 0.45 Hz. Most importantly, our results point at PD features as possible candidates for characterizing basic emotional stimuli.

Reconstruction and analysis of the pupil dilation signal: Application to a psychophysiological affective protocol.

Pupil dilation (PD) dynamics reflect the interactions of sympathetic and parasympathetic innervations in the iris muscle. Different pupillary responses have been observed with respect to emotionally characterized stimuli. Evidences of the correlation between PD and respiration, heart rate variability (HRV) and blood pressure (BP) are present in literature, making the pupil dilation a candidate for estimating the activity state of the Autonomic Nervous System (ANS), in particular during stressful and/or emotionally characterized stimuli. The aim of this study is to investigate whether both slow and fast PD dynamics can be addressed to characterized different affective states. Two different frequency bands were considered: the classical autonomic band [0-0.45] Hz and a very high frequency (VHF) band [0.45-5] Hz. The pupil dilation signals from 13 normal subjects were recorded during a psychological protocol suitable to evoke particular affective states. An elaborate reconstruction of the missing data (blink events and artifacts) was performed to obtain a more reliable signal, particularly in the VHF band. Results show a high correlation between the arousal of the event and the power characteristics of the signal, in all frequencies. In particular, for the "Anger" condition, we can observe 10 indices out of 13 significantly different with respect to "Baseline" counterparts. These preliminary results suggest that both slow and fast oscillations of the PD can be used to characterize affective states.

Why is Facebook so successful? Psychophysiological measures describe a core flow state while using Facebook.

People are more and more using social networking sites (SNSs) like Facebook and MySpace to engage with others. The use of SNSs can have both positive and negative effect on the individual; however, the increasing use of SNSs might reveal that people look for SNSs because they have a positive experience when they use them. Few studies have tried to identify which particular aspects of the social networking experience make SNSs so successful. In this study we focus on the affective experience evoked by SNSs. In particular, we explore whether the use of SNSs elicits a specific psychophysiological pattern. Specifically, we recorded skin conductance, blood volume pulse, electroencephalogram, electromyography, respiratory activity, and pupil dilation in 30 healthy subjects during a 3-minute exposure to (a) a slide show of natural panoramas (relaxation condition), (b) the subject's personal Facebook account, and (c) a Stroop and mathematical task (stress condition). Statistical analysis of the psychophysiological data and pupil dilation indicates that the Facebook experience was significantly different from stress and relaxation on many linear and spectral indices of somatic activity. Moreover, the biological signals revealed that Facebook use can evoke a psychophysiological state characterized by high positive valence and high arousal (Core Flow State). These findings support the hypothesis that the successful spread of SNSs might be associated with a specific positive affective state experienced by users when they use their SNSs account.

Psychophysiological signals associated with affective states.

We present a preliminary quantitative study aimed at developing an optimal standard protocol for automatic classification of specific affective states as related to human- computer interactions. This goal is mainly achieved by comparing standard psychological test-reports to quantitative measures derived from simultaneous non-invasive acquisition of psychophysiological signals of interest, namely respiration, galvanic skin response, blood volume pulse, electrocardiogram and electroencephalogram. Forty-three healthy students were exposed to computer-mediated stimuli, while wearable non-invasive sensors were applied in order to collect the physiological data. The stimuli were designed to elicit three distinct affective states: relaxation, engagement and stress. In this work we report how our quantitative analysis has helped in redefining important aspects of the protocol, and we show preliminary findings related to the specific psychophysiological patterns correlating with the three target affective states. Results further suggest that some of the quantitative measures might be useful in characterizing specific affective states.

Automatic quantitative evaluation of emotions in E-learning applications.

The long term goal of our research is to develop a tool for recognizing human emotions during e-learning processes. This could be accomplished by combining quantitative indexes extracted from non-invasive recordings of four physiological signals: namely skin conductance, blood volume pulse, electrocardiogram and electroencephalogram. Wearable, non-invasive sensors, communicating with a PC, were applied to 30 students and data were collected during exposure to three different computer-mediated content stimuli designed to evoke specific emotional states: stress, relaxation and engagement. In this paper we describe both the general emotion evaluation algorithm, and present a preliminary results suggesting that some of the quantitative indexes may be successful in characterizing and distinguishing between the three different emotional states.