Impact of Cognitive Style on User Perception of Dynamic Video Content

Impact of Cognitive Style on User Perception of Dynamic Video Content

Gheorghita Ghinea (Brunel University, UK)
DOI: 10.4018/978-1-60566-032-5.ch012
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Abstract

This study investigated two dimensions of cognitive style, including Verbalizer/Imager and Field Dependent/ Field Independent and their influence on user perceived quality of multimedia video. Perceived user quality was characterised using the Quality of Perception (QoP) metric, which captures the infotainment duality of multimedia presentations. Results indicate that, generally, clip dynamism impacts on user QoP; in particular, it is worthwhile to remark that in the clips with strong and medium dynamism, Field Dependent users performed worse than the other two groups, while Field Dependent users had a (slightly) better performance than Field Independent users in clips with weak dynamism.
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User Cognitive Styles

Cognitive style refers to a user’s information processing habits, representing an individual user’s typical mode of perceiving, thinking, remembering, and problem solving (Messick 1976). Jonassen and Grabowski (1993) defined cognitive style as inbuilt and relatively consistent preferences in organising and representing information. It is notable that there is a number of dimensions of cognitive styles, such as Holism/Serialism (Pask, 1976), Divergent/Convergent (Hudson, 1966), Field Dependence/Independence (Witkin et al., 1977), and Verbalizer/Imager (Riding, 1991). Among these, Field Dependence/Independence and Verbalizer/Imager are related to perceptual multimedia. The former concerns how users process and organize information, whereas the latter emphasises how users perceive the presentation of information.

Field Dependence/Independence is related to the degree to which a user’s perception or comprehension of information is influenced by the context (Jonassen and Grabowski, 1993). The key issue of Field Dependence lies within the differences between Field Dependent and Field Independent learners, which are presented below:

  • Field Dependence: the individuals are considered to have a more social orientation than Field Independent persons since they are more likely to make use of externally developed social frameworks. They tend to seek out external referents for processing and structuring their information, are better at learning material with human content, are more readily influenced by the opinions of others, and are affected by the approval or disapproval of authority figures.

  • Field Independence: the individuals tend to exhibit more individualistic behaviors since they are not in need of external referents to aide in the processing of information. They are more capable of developing their own internal referents and restructuring their knowledge, are better at learning impersonal abstract material, are not easily influenced by others, and are not overly affected by the approval or disapproval of superiors (Witkin et al. 1977).

The Imagers/Verbalizer dimension describes the tendency for individuals to represent information being processed in the form of text or in the form of images (Riding and Cheema, 1991). Their different characteristics are:

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Table of Contents
Foreword
Barry Smyth
Preface
Constantinos Mourlas, Panagiotis Germanakos
Acknowledgment
Constantinos Mourlas, Panagiotis Germanakos
Chapter 1
Nikos Tsianos, Panagiotis Germanakos, Zacharias Lekkas, Constantinos Mourlas
The plethora of information and services as well as the complicated nature of most Web structures intensify the navigational difficulties that arise... Sample PDF
Assessment of Human Factors in Adaptive Hypermedia Environments
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Chapter 2
Barry Smyth
Everyday hundreds of millions of users turn to the World-Wide Web as their primary source of information during their educational, business and... Sample PDF
Case Studies in Adaptive Information Access: Navigation, Search, and Recommendation
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Chapter 3
Sherry Y. Chen
Web-based instruction is prevalent in educational settings. However, many issues still remain to be investigated. In particular, it is still open... Sample PDF
The Effects of Human Factors on the Use of Web-Based Instruction
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Chapter 4
Gulden Uchyigit
Coping with today’s unprecedented information overload problem necessitates the deployment of personalization services. Typical personalization... Sample PDF
The Next Generation of Personalization Techniques
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Chapter 5
Nancy Alonistioti
This chapter introduces context-driven personalisation of service provision based on a middleware architectural approach. It describes the emerging... Sample PDF
Advanced Middleware Architectural Aspects for Personalised Leading-Edge Services
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Chapter 6
Syed Sibte Raza Abidi
This chapter introduces intelligent information personalization as an approach to personalize the webbased information retrieval experiences based... Sample PDF
Intelligent Information Personalization: From Issues to Strategies
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Chapter 7
Babis Magoutas
This chapter introduces a semantically adaptive interface as a means of measuring the quality of egovernment portals, based on user feedback. The... Sample PDF
A Semantically Adaptive Interface for Measuring Portal Quality in E-Government
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Chapter 8
Fabio Grandi, Federica Mandreoli, Riccardo Martoglia, Enrico Ronchetti, Maria Rita Scalas
While the World Wide Web user is suffering form the disease caused by information overload, for which personalization is one of the treatments which... Sample PDF
Ontology-Based Personalization of E-Government Services
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Chapter 9
Maria Golemati, Costas Vassilakis, Akrivi Katifori, George Lepouras, Constantin Halatsis
Novel and intelligent visualization methods are being developed in order to accommodate user searching and browsing tasks, including new and... Sample PDF
Context and Adaptivity-Driven Visualization Method Selection
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Chapter 10
Honghua Dai
Web usage mining has been used effectively as an approach to automatic personalization and as a way to overcome deficiencies of traditional... Sample PDF
Integrating Semantic Knowledge with Web Usage Mining for Personalization
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Chapter 11
Constantinos Mourlas
One way to implement adaptive software is to allocate resources dynamically during run-time rather than statically at design time. Design of... Sample PDF
Adaptive Presentation and Scheduling of Media Streams on Parallel Storage Servers
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Chapter 12
Gheorghita Ghinea
This study investigated two dimensions of cognitive style, including Verbalizer/Imager and Field Dependent/ Field Independent and their influence on... Sample PDF
Impact of Cognitive Style on User Perception of Dynamic Video Content
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Chapter 13
Mathias Bauer, Alexander Kröner, Michael Schneider, Nathalie Basselin
Limitation of the human memory is a well-known issue that anybody has experienced. This chapter discusses typical components and processes involved... Sample PDF
Building Digital Memories for Augmented Cognition and Situated Support
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Chapter 14
Rafael Morales, Nicolas Van Labeke, Paul Brna, María Elena Chan
It is believed that, with the help of suitable technology, learners and systems can cooperate in building a sufficiently accurate learner model they... Sample PDF
Open Learner Modelling as the Keystone of the Next Generation of Adaptive Learning Environments
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Chapter 15
Klaus Jantke, Christoph Igel, Roberta Sturm
Humans need assistance in learning. This is particularly true when learning is supported by modern information and communication technologies. Most... Sample PDF
From E-Learning Tools to Assistants by Learner Modelling and Adaptive Behavior
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Chapter 16
Violeta Damjanovic, Milos Kravcik
The process of training and learning in Web-based and ubiquitous environments brings a new sense of adaptation. With the development of more... Sample PDF
Using Emotional Intelligence in Personalized Adaptation
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Chapter 17
Yang Wang
This chapter presents a first-of-its-kind survey that systematically analyzes existing privacy-enhanced personalization (PEP) solutions and their... Sample PDF
Technical Solutions for Privacy- Enhanced Personalization
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About the Contributors