Research Team 1: Gender and Marketing Research Study

This study used eye-tracking to analyze the effects of gendered colors and endorsers on visual attention. Findings revealed men strongly avoid the color pink, while women prefer female endorsers, emphasizing critical considerations for targeted marketing strategies.

Research Team 2: Impact of TikTok-Style Video Stimulation

The team explored how TikTok-style video stimulation affects cognitive effort, attention, and retention using eye tracking, facial analysis, and GSR. Results compared base videos, subtitles, second-screen stimuli, and combined effects, assessing their impact on viewer engagement.

Research Team 3: Excitement in Watching Male vs. Female Athletes

The study examined physiological and self-reported interest in men’s and women’s basketball games. While men reported a preference for men’s sports, biometric data showed no significant difference, attributing the preference to societal influences rather than excitement levels.

Research Team 4: Bounded Rationality & Consumer Decision-Making

Using eye-tracking and GSR, the study explored how information overload impacts product selection. Results demonstrated that under cognitive pressure, consumers rely on brand familiarity and heuristic shortcuts rather than optimized decision-making.

Research Team 5: Impact of Video Options on Comprehension and Effort

This research investigated how subtitles affect comprehension, perception, and mental effort, particularly across age groups. By combining biometrics and surveys, the team explored generational differences in the acceptance and impact of multitasking during video consumption.

Independent Researcher -Positivity Effect on Memory Recall

The study examined how emotional content impacts memory recall across age groups using online eye-tracking and facial analysis. Findings aim to deepen understanding of emotional processing differences and their applications in marketing and therapy.

Independent Researcher - Emotional Appeals and Human Rights Engagement

This study analyzed how emotional intensity in campaign videos influences perceived cultural distance (PCD) and engagement with human rights issues. Results explored PCD as a mediator of emotional appeals in fostering engagement with global crises.