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15Recognizing Personality Traits Using Consumer Behavior Patterns in a Virtual Retail StoreFrontiers in Psychology 13. 2022.Virtual reality is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on purchasing behavior. The primary objective of this study was to classify consumers based on the Big Five personality domains using their behavior while performing different tasks in a virtual shop. The personality recognition was ascertained using behavioral measures received from VR hardwar…Read more
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8Why Do We Take Risks? Perception of the Situation and Risk Proneness Predict Domain-Specific Risk TakingFrontiers in Psychology 12. 2021.Risk taking is a component of the decision-making process in situations that involve uncertainty and in which the probability of each outcome – rewards and/or negative consequences – is already known. The influence of cognitive and emotional processes in decision making may affect how risky situations are addressed. First, inaccurate assessments of situations may constitute a perceptual bias in decision making, which might influence RT. Second, there seems to be consensus that a proneness bias e…Read more
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12Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience ApproachFrontiers in Psychology 12 612717. 2021.This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The result…Read more
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11Recognizing Decision-Making Using Eye Movement: A Case Study With ChildrenFrontiers in Psychology 11 570470. 2020.The use of visual attention for evaluating consumer behavior has become a relevant field in recent years, allowing researchers to understand the decision-making processes beyond classical self-reports. In our research, we focused on using eye-tracking as a method to understand consumer preferences in children. Twenty-eight subjects with ages between seven and twelve years participated in the experiment. Participants were involved in two consecutive phases. The initial phase consisted of the visu…Read more
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17Application of Supervised Machine Learning for Behavioral Biomarkers of Autism Spectrum Disorder Based on Electrodermal Activity and Virtual RealityFrontiers in Human Neuroscience 14. 2020.
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