Cristina Gil-López

Universitat Politècnica de València | UPV · Laboratory of Immersive Neurotechnologies

A system and apparatus for collecting electroencephalography in young infants.

There is increasing interest in studies analyzing the influence of technologies that integrate virtual and real-world components on consumer behavior. These technologies include augmented reality, virtual reality and mixed reality. Mixed reality is a user environment in which physical reality and digital content are combined in a way that enables i...

The use of virtual reality (VR) technology in the context of retail is a signifcant trend in current consumer research, as it ofers market researchers a unique opportunity to measure purchase behavior more realistically. Yet, efective methods for assessing the virtual shopping experience based on consumer’s demographic characteristics are still lac...

To date, odor research has primarily focused on the behavioral effects of common odors on consumer perception and choices. We report a study that examines, for the first time, the effects of human body odor cues on consumer purchase behaviors. The influence of human chemosignals produced in three conditions, namely happiness, fear, a relaxed condit...

Marketing scholars and practitioners see extended reality (XR0 as a new tool for both producing optimal consumer experiences and studying consumer behavior aspects. This chapter will explore the use of XR technologies for consumer behavior research. It analyzes XR as a very promising tool to examine various customer behavioral patterns in dynamic,...

Behavioral studies have shown that the legibility of handwritten script hinders visual word recognition. Furthermore, when compared with printed words, lexical effects (e.g., word-frequency effect) are magnified for less intelligible (difficult) handwriting (Barnhart & Goldinger, 2010; Perea et al., 2016). This boost has been interpreted in terms o...

The objective of this thesis is the study of bilingual mathematics within the scientific field of Numerical Cognition. The approach to how bilingual people represent and access magnitude is currently a matter of growing interest that responds to the need to understand the role that language plays in the early acquisition of mathematics. This import...

An examination of how the word recognition system is able to process handwritten words is fundamental to formulate a comprehensive model of visual word recognition. Previous research has revealed that the magnitude of lexical effects (e.g., the word-frequency effect) is greater with handwritten words than with printed words. In the present lexical...

In alphabetic orthographies, letter identification is a critical process during the recognition of visually presented words. In the present experiment, we examined whether and when visual form influences letter processing in two very distinct alphabets (Roman and Arabic). Disentangling visual versus abstract letter representations was possible beca...

One important issue often neglected in the literature on visual-wordrecognition,despiteitsobviousecologicalvalidity,ishowthe cognitive system processes handwritten words. Althoughhandscript wastheinitial and onlyway of writing/reading untilthe 15th century, the vast majority of psycholinguistic experi-ments use spotless printed words in which, unli...