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Passive Brain–Computer Interfaces
Published in Chang S. Nam, Anton Nijholt, Fabien Lotte, Brain–Computer Interfaces Handbook, 2018
Laurens R. Krol, Lena M. Andreessen, Thorsten O. Zander
“Interactivity” denotes “the ability of a computer to respond to a user’s input” (Oxford English Dictionary, Oxford University Press 2016). In the following sections, we will describe four categories of systems that all take a neurophysiological signal as their input, but respond to it with varying degrees of complexity. Each presented category represents an increase in interactivity compared to the previous one. Selected examples from past and current research are given to illustrate the different categories. A (partially) hypothetical example accompanies us throughout the chapter, suggesting how a surgeon in the operating theater might be helped by a system from each category. In sequence, the given examples thus illustrate the abovementioned trend toward increased interactivity. The chapter ends with a brief speculation of the future and a summarizing conclusion.
Attitudes towards gamification advertising in Vietnam: a social commerce context
Published in Behaviour & Information Technology, 2023
Hai Ho Nguyen, Bang Nguyen-Viet, Yen Thi Hoang Nguyen
Interactivity provides users with synchronous and reciprocal interactions, engagement, a sense of control, and media options among other advantages. With this compelling media interactivity, social media enables consumers to participate fully in communication strategies, directing them to devote their cognitive resources to information processing (Sreejesh et al. 2020). Moreover, the direct objective of building interactive games in the gamification of advertising is to enhance the audience’s experience of watching advertisements through entertainment from the games (Chen and Yao 2020). In terms of emotions, studies have shown that increasing the interactive nature of consumers’ browsing experiences yields greater enjoyment of websites (Berger et al. 2018). Stronger interactivity has been shown to improve the visual experience of users and the sense of immersion that can be observed during the development of various media, notably considered in the process of gamification (Chen and Yao 2020). Furthermore, it has been claimed that adding interactive designs to advertisements can reduce user vigilance (owing to the lack of obvious advertising cues), and thus, their positive attitudes towards the game are transferred to the advertisements (Chen and Yao 2020). Thus, we infer that: H5: Interactivity positively influences customers’ experience of gamification ads.
Impact of digital content on young children’s reading interest and concentration for books
Published in Behaviour & Information Technology, 2019
Lin Wang, Hana Lee, Da Young Ju
There are two independent variables in this study, namely interactivity and multisensory stimulation. Interactivity is the extent to which a user can interact with an interface. A low level of interaction indicates that few interaction functions are provided, whereas a high level indicates that a user can use many functions of the prototype and interact with the interface by touching, dragging, etc. This study uses story books as the basic content. The characters and story line when choosing corresponding prototypes should be the same as the story books to make their content comparable. Four types of prototypes, namely flash animation, app book, AR book, and paper story book were used in this study, as shown in Figure 1. The flash animation consisted of short flash video clips (5–10 min) with integrated audio-visual information including graphic images, voice, music, animations and text. The flash animation did not include interactive features other than play. The app book was a type of e-book that could be implemented as an application on mobile devices and could implement various multi-interacting functions such as turning pages, playing games, painting pages and customising digital characters. The AR book combined AR technology with traditional paper books presenting the users with 3D virtual objects through mobile devices, providing continuous interaction in real time through the combination of real world and virtual reality. Each prototype was different regarding levels of interactivity and multisensory stimulation, as shown in Figure 2.