Swathi Reddy - Academia.edu (original) (raw)
Papers by Swathi Reddy
Photonic Network Communications, 2015
Brand name plays a vital role for in-shop buying behavior of consumers and mutated brand name may... more Brand name plays a vital role for in-shop buying behavior of consumers and mutated brand name may affect the selling of leading branded products. In Indian market, there are many products with mutated brand names which are either orthographically or phonologically similar. Due to presence of such products, Indian consumers very often fall under confusion when buying some regularly used stuff. Authors of the present paper have attempted to demonstrate relationship between less attention and false recognition of mutated brand names during a product selection process. To achieve this goal, visual attention study was conducted on 15 male college students using eye-tracker against a mutated brand name and errors in recognition were noted using questionnaire. Statistical analysis of the acquired data revealed that there was more false recognition of mutated brand name when less attention was paid during selection of favorite product. Moreover, it was perceived that eye tracking is an effe...
Among different factors influencing brand choice visual information of product has got maximum at... more Among different factors influencing brand choice visual information of product has got maximum attention of researchers in recent years. Five key elements of any product brand which are very important for merchandising include name, logo and/or graphic symbol, personality, packaging and slogans. First four elements are chiefly associated with visual information processing by consumers. This visual behavior of consumers is now-a-days being studied by market researchers through latest technology of eye-tracking. One new trend observed in marketing is malpractice of using scrambled words to trigger the misperception of brand name. In addition brands with similar name create confusion among consumers. Mutated/scrambled brand name of the reputed brand may influence brand choice and buying behavior of consumers. This scrambled brand name may also give rise to legal issues among leading companies as it may affect their trustworthiness, market rating and/selling. To combat with this situati...
2014 IEEE International Conference on Advanced Networks and Telecommuncations Systems (ANTS), 2014
Work (Reading, Mass.), 2012
Interaction between the users and their environment is spontaneous and unavoidable. This interact... more Interaction between the users and their environment is spontaneous and unavoidable. This interaction can be positive or negative. A good interior space is about considering all the physical, environmental and cognitive elements and harmonizing them to make it a space that feels right, functionally and emotionally. The important element that has to be considered the most in an interior space is the "user". Balancing all these elements is a challenging job and results in a perfect interior space design. This paper intends to bring to light the necessity of designing an optimum interior space, which is a balance of the user's choice and the mandatory standards that ought to be followed for user safety and convenience. There has to be an intervening domain of ergonomics which will guide to bring out a balance between the personal choice of the user and the usual standards followed. It should also provide a step-by-step information, guidance and direction to act to the spec...
Smart Innovation, Systems and Technologies, 2014
International Journal of Industrial Ergonomics, 2014
ABSTRACT Product personality and product usability are two important factors which can influence ... more ABSTRACT Product personality and product usability are two important factors which can influence consumers' product choice. Published literature are available regarding independent impact of product personality and product usability on product choice but no research has been reported so far for understanding their collective influence on product choice. In addition, which factor between usability and product personality contributing more in product choice is still not clear. Current research thus aimed to bridge these research gaps by establishing inter-relationships among product personality, usability and product choice. To achieve this goal, two separate experiments were conducted. Results of first experiment revealed that products having high product usability also possessed strong product personality. Following second experiment, it was observed that solitary influence of product usability on product choice was more than the standalone influence of product personality in human-product physical interaction. Moreover, it unfolded the fact that product usability mediates the influence of product personality towards product choice. Established interrelationships among product personality, usability and product choice, would help designer and ergonomists to decide how product attributes could be manipulated to enhance product personality and/or product usability to ensure product choice. Relevance to industry: Techniques mentioned in the current paper for product usability/personality assessment, have significant implication in product design. Gained knowledge will be helpful for industrial designer or human factors experts to incorporate various positive product usability attributes to enhance product personality or vice-versa for assuring acceptance of product in market.
2013 International Conference on Human Computer Interactions (ICHCI), 2013
ABSTRACT Other than visual information, perceptions through tactile senses play a very important ... more ABSTRACT Other than visual information, perceptions through tactile senses play a very important role in perceiving product quality and thus in choice making for product purchase by consumers. Presently, it is felt by marketing research people that there is always a need of satisfying tactile perception of the targeted buyers for increasing sale. Since it is still not feasible to have direct perception of tactile information of product in eretailing environment, there is need of alternative means of information which can satisfy tactile need of e-buyer. E-retailers’ main target is to impress their consumer pool by providing those information which are searched by consumers during on shelves buying. To achieve this goal, aim of the present paper is to investigate the effectiveness of product personality rating style as an alternative mean of satisfying tactile need of consumers during product review process; instead of written product reviews commonly found on e-retailers’ websites. Observations of the current research clearly indicated that product personality ratings are capable of representing tactile experiences of products in complementary way and these features satisfied tactile need of consumers to some extent. Therefore, it is advised that e-retailers might use product personality ratings to satisfy consumers’ tactile need during product review process and to merchandise their products on their web-sites.
Smart Innovation, Systems and Technologies, 2014
Survey of Ophthalmology, 2013
Optic disk imaging is integral to the diagnosis and treatment of patients with glaucoma. We discu... more Optic disk imaging is integral to the diagnosis and treatment of patients with glaucoma. We discuss the various forms of imaging the optic nerve, including ophthalmoscopy, photography, and newer imaging modalities, including optical coherence tomography (OCT), confocal scanning laser ophthalmoscopy (HRT), and scanning laser polarimetry (GDx), specifically highlighting their benefits and disadvantages. We argue that ophthalmoscopy and photography remain the gold standard of imaging due to portability, ease of interpretation, and the presence of a large database of images for comparison.
Acta Ophthalmologica, 2008
Journal of Glaucoma, 2009
To compare the agreement, sensitivity, and specificity of the Heidelberg Retina Tomograph III Gla... more To compare the agreement, sensitivity, and specificity of the Heidelberg Retina Tomograph III Glaucoma Probability Score (GPS) and Moorfields Regression Analysis (MRA) across the spectrum of glaucomatous visual field (VF) loss. Retrospective observational study. Data from 247 glaucoma patients and 142 controls who underwent standard achromatic perimetry (SITA-SAP) and Heidelberg Retina Tomograph III imaging within 6 months were analyzed. Sensitivity, specificity, agreement, and discrimination capability of MRA and GPS were assessed. Age-adjusted specificity was 92% and 93% and sensitivity was 76.88 and 80.85 for GPS and MRA, respectively. Sensitivity for early VF loss [mean deviation (MD) < -5 dB] (N=81) was 66.64% and 69.82%, for moderate VF loss (-5 dB <MD < -15 dB) (N=104) was 78.91% and 85.13%, and for advanced VF loss (MD> -15 dB) (N=62) was 87.70% and 86.48% (GPS and MRA, respectively). Age-specific receiver operating characteristics ranged from 0.89 to 0.92 and from 0.87 to 0.90 (GPS and MRA, respectively). Kappa ranged from 0.64 to 0.77. Specificity for MRA and GPS was similar and agreement was good. GPS offered slightly higher age-specific receiver operating characteristic. GPS, which does not require contour line placement, may have a potential role in screening for severe glaucomatous damage.
Photonic Network Communications, 2015
Brand name plays a vital role for in-shop buying behavior of consumers and mutated brand name may... more Brand name plays a vital role for in-shop buying behavior of consumers and mutated brand name may affect the selling of leading branded products. In Indian market, there are many products with mutated brand names which are either orthographically or phonologically similar. Due to presence of such products, Indian consumers very often fall under confusion when buying some regularly used stuff. Authors of the present paper have attempted to demonstrate relationship between less attention and false recognition of mutated brand names during a product selection process. To achieve this goal, visual attention study was conducted on 15 male college students using eye-tracker against a mutated brand name and errors in recognition were noted using questionnaire. Statistical analysis of the acquired data revealed that there was more false recognition of mutated brand name when less attention was paid during selection of favorite product. Moreover, it was perceived that eye tracking is an effe...
Among different factors influencing brand choice visual information of product has got maximum at... more Among different factors influencing brand choice visual information of product has got maximum attention of researchers in recent years. Five key elements of any product brand which are very important for merchandising include name, logo and/or graphic symbol, personality, packaging and slogans. First four elements are chiefly associated with visual information processing by consumers. This visual behavior of consumers is now-a-days being studied by market researchers through latest technology of eye-tracking. One new trend observed in marketing is malpractice of using scrambled words to trigger the misperception of brand name. In addition brands with similar name create confusion among consumers. Mutated/scrambled brand name of the reputed brand may influence brand choice and buying behavior of consumers. This scrambled brand name may also give rise to legal issues among leading companies as it may affect their trustworthiness, market rating and/selling. To combat with this situati...
2014 IEEE International Conference on Advanced Networks and Telecommuncations Systems (ANTS), 2014
Work (Reading, Mass.), 2012
Interaction between the users and their environment is spontaneous and unavoidable. This interact... more Interaction between the users and their environment is spontaneous and unavoidable. This interaction can be positive or negative. A good interior space is about considering all the physical, environmental and cognitive elements and harmonizing them to make it a space that feels right, functionally and emotionally. The important element that has to be considered the most in an interior space is the "user". Balancing all these elements is a challenging job and results in a perfect interior space design. This paper intends to bring to light the necessity of designing an optimum interior space, which is a balance of the user's choice and the mandatory standards that ought to be followed for user safety and convenience. There has to be an intervening domain of ergonomics which will guide to bring out a balance between the personal choice of the user and the usual standards followed. It should also provide a step-by-step information, guidance and direction to act to the spec...
Smart Innovation, Systems and Technologies, 2014
International Journal of Industrial Ergonomics, 2014
ABSTRACT Product personality and product usability are two important factors which can influence ... more ABSTRACT Product personality and product usability are two important factors which can influence consumers' product choice. Published literature are available regarding independent impact of product personality and product usability on product choice but no research has been reported so far for understanding their collective influence on product choice. In addition, which factor between usability and product personality contributing more in product choice is still not clear. Current research thus aimed to bridge these research gaps by establishing inter-relationships among product personality, usability and product choice. To achieve this goal, two separate experiments were conducted. Results of first experiment revealed that products having high product usability also possessed strong product personality. Following second experiment, it was observed that solitary influence of product usability on product choice was more than the standalone influence of product personality in human-product physical interaction. Moreover, it unfolded the fact that product usability mediates the influence of product personality towards product choice. Established interrelationships among product personality, usability and product choice, would help designer and ergonomists to decide how product attributes could be manipulated to enhance product personality and/or product usability to ensure product choice. Relevance to industry: Techniques mentioned in the current paper for product usability/personality assessment, have significant implication in product design. Gained knowledge will be helpful for industrial designer or human factors experts to incorporate various positive product usability attributes to enhance product personality or vice-versa for assuring acceptance of product in market.
2013 International Conference on Human Computer Interactions (ICHCI), 2013
ABSTRACT Other than visual information, perceptions through tactile senses play a very important ... more ABSTRACT Other than visual information, perceptions through tactile senses play a very important role in perceiving product quality and thus in choice making for product purchase by consumers. Presently, it is felt by marketing research people that there is always a need of satisfying tactile perception of the targeted buyers for increasing sale. Since it is still not feasible to have direct perception of tactile information of product in eretailing environment, there is need of alternative means of information which can satisfy tactile need of e-buyer. E-retailers’ main target is to impress their consumer pool by providing those information which are searched by consumers during on shelves buying. To achieve this goal, aim of the present paper is to investigate the effectiveness of product personality rating style as an alternative mean of satisfying tactile need of consumers during product review process; instead of written product reviews commonly found on e-retailers’ websites. Observations of the current research clearly indicated that product personality ratings are capable of representing tactile experiences of products in complementary way and these features satisfied tactile need of consumers to some extent. Therefore, it is advised that e-retailers might use product personality ratings to satisfy consumers’ tactile need during product review process and to merchandise their products on their web-sites.
Smart Innovation, Systems and Technologies, 2014
Survey of Ophthalmology, 2013
Optic disk imaging is integral to the diagnosis and treatment of patients with glaucoma. We discu... more Optic disk imaging is integral to the diagnosis and treatment of patients with glaucoma. We discuss the various forms of imaging the optic nerve, including ophthalmoscopy, photography, and newer imaging modalities, including optical coherence tomography (OCT), confocal scanning laser ophthalmoscopy (HRT), and scanning laser polarimetry (GDx), specifically highlighting their benefits and disadvantages. We argue that ophthalmoscopy and photography remain the gold standard of imaging due to portability, ease of interpretation, and the presence of a large database of images for comparison.
Acta Ophthalmologica, 2008
Journal of Glaucoma, 2009
To compare the agreement, sensitivity, and specificity of the Heidelberg Retina Tomograph III Gla... more To compare the agreement, sensitivity, and specificity of the Heidelberg Retina Tomograph III Glaucoma Probability Score (GPS) and Moorfields Regression Analysis (MRA) across the spectrum of glaucomatous visual field (VF) loss. Retrospective observational study. Data from 247 glaucoma patients and 142 controls who underwent standard achromatic perimetry (SITA-SAP) and Heidelberg Retina Tomograph III imaging within 6 months were analyzed. Sensitivity, specificity, agreement, and discrimination capability of MRA and GPS were assessed. Age-adjusted specificity was 92% and 93% and sensitivity was 76.88 and 80.85 for GPS and MRA, respectively. Sensitivity for early VF loss [mean deviation (MD) < -5 dB] (N=81) was 66.64% and 69.82%, for moderate VF loss (-5 dB <MD < -15 dB) (N=104) was 78.91% and 85.13%, and for advanced VF loss (MD> -15 dB) (N=62) was 87.70% and 86.48% (GPS and MRA, respectively). Age-specific receiver operating characteristics ranged from 0.89 to 0.92 and from 0.87 to 0.90 (GPS and MRA, respectively). Kappa ranged from 0.64 to 0.77. Specificity for MRA and GPS was similar and agreement was good. GPS offered slightly higher age-specific receiver operating characteristic. GPS, which does not require contour line placement, may have a potential role in screening for severe glaucomatous damage.