What if Web site editorial content and ads are in two different languages? A study of bilingual consumers' online information processing

This study examined banner ads' communication effects when they were written in the same or different language from the editorial content of a Web site. A total of 60 bilingual consumers who spoke both Chinese (as their first language) and English (as their second language) participated in an experiment, in which they viewed a designated news story Web site. The editorial content of the Web site and the banner ads on it were written in either Chinese or English. It was found that the participants considered the Chinese Web sites to be more readable. However, they generated higher recalls and purchase intentions for the ads on the English Web sites. Moreover, they revealed more favorable attitudes toward the brands when the ads were written in English than in Chinese. Copyright © 2012 John Wiley & Sons, Ltd.     

Anticipatory postural adjustments during a Fitts’ task: Comparing young versus older adults and the effects of different foci of attention

Anticipatory postural adjustments (APAs) are an integral part of standing balance. Previous research with balance control has shown that adopting an external focus of attention, compared to an internal focus of attention, yields better performance during motor skills. Despite the importance of APAs, especially among older adults, and the potential benefits of adopting an external focus of attention, studies investigating methods for improving APAs are limited. The aim of this study was to compare behavioral, kinematic and APAs measures while adopting different foci of attention among young and older adults when performing a lower extremity Fitts’ task. Ten young adults (mean age 24 years ± 4.37) and ten older adults (mean age 75 years ± 5.85) performed a lower-extremity reaching task (Fitts’ task) while adopting an external focus (focus on target) and an internal focus (focus on limb) in a within-subject design. A motion capture system was used to record participants’ movement data. Custom software derived movement time (MT), peak velocity (PV), time to peak velocity (ttPV) and variability at target (SD_T). Electromyography (EMG) was used to determine APAs onset and magnitude. The findings showed that an external focus of attention led to significantly shorter MT, higher PV, shorter ttPV and more accuracy when reaching the target (SD_T) for both age groups. Also, EMG results showed that, with an external focus, APAs onset occurred earlier and APAs magnitude was more efficient. As predicted by Fitts’ Law, participants spent more time executing movements to targets with higher indices of difficulty. Older adults compared to young adults were more adversely affected by the increase of difficulty of the Fitts’ task, specifically, on measures of APAs. In conclusion, adopting an external focus of attention led to better overall movement performance when performing a lower extremity Fitts’ task. The task used in the present study can distinguish between APAs for older and young adults. We recommend that future studies expand on our findings in order to establish a performance-based objective measure of APAs to assess clinical interventions for postural control impairment.     

Measuring information demand of a dynamic in-vehicle display while driving – A study evaluating the MARS (Masking Action Relevant Stimuli) method

The MARS (Masking Action Relevant Stimuli) method assesses information demand for dynamic stimuli while driving. An action relevant stimulus is masked and the driver presses a button to unmask the stimulus for a limited period. We interpreted button presses as information demand. Following our previous research (Rittger, Kiesel, Schmidt, & Maag, 2014), the current study further evaluates the method. We applied the MARS method to a dynamic in-vehicle display containing recommendations from a traffic light assistant. In a driving simulator, drivers approached intersections with different traffic light phasing. The display either presented simple or complex information. In half of the drives, the participants used the MARS method. The study had a full within subjects design and fixations were recorded in all conditions. The results showed that the information demand varied according to the information in the display and the traffic light phase. A comparison of button presses with fixations showed that one unmasking interval came along with one fixation on the display. As a conclusion, the MARS method can distinguish between conditions with high and low information demand for the display. Button presses relate to fixations on the display. Hence, the MARS method is a promising tool to assess the information demand in dynamic environments and can be applied as an extension or alternative for eye tracking.     

Does singing promote well-being?: An empirical study of professional and amateur singers during a singing lesson

This study explored the possible beneficial effects of singing on well-being during a singing lesson. Eight amateur (2m, 6f, age 28–53 yrs) and eight professional (4m, 4f, age 26–49 yrs) singers who had been attending singing lessons for at least six months were included. Continuous ECG was recorded and computerized spectral analysis was performed. Serum concentrations of TNF-alpha, prolactin, cortisol, and oxytocin were measured before and 30 min after the lesson. Five visual analogue scales (VAS, sad-joyful, anxious-calm, worried-elated, listless-energetic, and tense-relaxed) were scored before and after the lesson. In addition, a semi-structured interview was performed. Heart rate variability analyses showed significant changes over time in the two groups for total power, and low and high frequency power. Power increased during singing in professionals, whereas there were no changes in amateurs. This indicates an ability to retain more “heart-brain connection,” i.e., more cardio-physiological fitness for singing in professional singers, compared to amateur singers. Serum concentration of TNF-alpha increased in professionals after the singing lesson, whereas the concentration in amateurs decreased. Serum concentrations of prolactin and cortisol increased after the lesson in the group of men and vice versa for women. Oxytocin concentrations increased significantly in both groups after the singing lesson. Amateurs reported increasing joy and elatedness (VAS), whereas professionals did not. However, both groups felt more energetic and relaxed after the singing lesson. The interviews showed that the professionals were clearly achievement-oriented, with focus on singing technique, vocal apparatus and body during the lesson. The amateurs used the singing lessons as a means of self-actualization and self-expression as a way to release emotional tensions. In summary, in this study, singing during a singing lesson seemed to promote more well-being and less arousal for amateurs compared to professional singers, who seemed to experience less well-being and more arousal.