Effectiveness assessment of maternal and neonatal health video clips in knowledge transfer using neuromarketing tools: A randomized crossover trial

Autor: Nathaly Garzón-Orjuela, Jorge Humberto Reyes, L. Prieto-Pinto, Lina María González-Gordon, Javier Eslava-Schmalbach, María Fernanda Lara-Díaz, Carol Páez-Canro, Dayanne Herrera, Viviana Jiménez-Murcia
Jazyk: angličtina
Rok vydání: 2019
Předmět:
Male
Vision
Maternal Health
Emotions
Social Sciences
Audiology
Families
Cognition
Learning and Memory
Mathematical and Statistical Techniques
0302 clinical medicine
Sociology
Pregnancy
Surveys and Questionnaires
Knowledge translation
Medicine and Health Sciences
Psychology
030212 general & internal medicine
CLIPS
Children
computer.programming_language
Cross-Over Studies
Multidisciplinary
Audiovisual Aids
Statistics
Obstetrics and Gynecology
Middle Aged
Knowledge
Physical Sciences
Memory Recall
Medicine
Sensory Perception
Female
Research Article
Adult
medicine.medical_specialty
Science
Neuromarketing
Research and Analysis Methods
Education
Young Adult
03 medical and health sciences
Memory
medicine
Humans
Infant Health
Statistical Methods
Educational Attainment
Analysis of Variance
Recall
Biology and Life Sciences
Infant
Fixation (psychology)
Crossover study
Comprehension
Age Groups
People and Places
Mental Recall
Women's Health
Cognitive Science
Eye tracking
Population Groupings
computer
Mathematics
030217 neurology & neurosurgery
Neuroscience
Zdroj: PLoS ONE, Vol 14, Iss 5, p e0215561 (2019)
PLoS ONE
ISSN: 1932-6203
Popis: Audiovisual educational material has been used effectively as a knowledge translation strategy in patient education. Given the need to impact maternal mortality rates, 12 video clips related to maternal and neonatal health information were designed based on the results of a previous systematic review (SR). The content was formulated based on clinical practice guideline recommendations and validated following a formal consensus methodology. This study evaluated the effectiveness of knowledge transfer from the 12 video clips in terms of attention, emotional response, and recall by using neuroscience tools. In a randomized cross-over trial, 155 subjects (pregnant women, non-pregnant women, and men) received random sequences of 13 video clips, including a control video clip. Participants' attention levels were evaluated through eye tracking, their emotional reactions were monitored by electrodermal activity and pupillary diameter, and their recall was tested via a questionnaire. An analysis was performed to evaluate differences in the groups and between the video clips and the control clip using variance analysis models that considered period, sequence, and carry-over effects. Results revealed that fixation length was greater in women than in men, while the greatest emotional effects occurred in men. All three groups had good recall results, without any significant differences between them. Although the sequencing did influence attentional processes, no carry-over effect was demonstrated. However, a differential effect was noted among video clips in all three outcomes, that is, when adjusted for group, level of education, and having had children. The control clip generated less attention, emotional reaction, and recall than the experimental video clips. The video clips about maternal and neonatal health were shown to be effective in the transference and comprehension of information. Therefore, cognitive neuroscience techniques are useful in evaluating knowledge translation strategies through audiovisual formats.
Databáze: OpenAIRE
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