Eye Tracking Application on Emotion Analysis for Marketing Strategy

Authors

  • H. Zamani Bio Cognition Laboratory, Bio­Inspired System and Technology iKohza (Research Group), Malaysia – Japan International Institute of Technology (MJIIT), Universiti Teknologi Malaysia (UTM) 54100 Kuala Lumpur, Malaysia.
  • A. Abas Bio Cognition Laboratory, Bio­Inspired System and Technology iKohza (Research Group), Malaysia – Japan International Institute of Technology (MJIIT), Universiti Teknologi Malaysia (UTM) 54100 Kuala Lumpur, Malaysia.
  • M. K. M.Amin Bio Cognition Laboratory, Bio­Inspired System and Technology iKohza (Research Group), Malaysia – Japan International Institute of Technology (MJIIT), Universiti Teknologi Malaysia (UTM) 54100 Kuala Lumpur, Malaysia.

Keywords:

Emotion Analysis, Eye Tracking Application, Neuromarketing

Abstract

This paper present on understanding the human behavior with eye tracking studies related to consumer cognition in marketing product. The study of human behavior using eye tracking is a growing multidisciplinary field that links electronics, psychology and cognitive science to study the human behavior on problem solving and decision making. In this paper, we particularly investigate the human behavior in consumer cognition. We conducted experiments to track the human eyes by using the Tobii TX300 eye tracker. The eye–mind relationship can help to use eye motions activity measurements expressing to some degree about human behavior. The result shows that the visual attention of human is very much related to the cognition of the products.

References

M. Holbrook and J. O’Shaughnessy, “The role of emotion in advertising,” Psychol. Mark., 1984.

G. Calvert and M. Brammer, “Predicting consumer behavior: using novel mind-reading approaches,” IEEE Pulse, 2012.

R. Khushaba, C. Wise, S. Kodagoda, and J. Louviere, “Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking,” Expert Syst. with, 2013.

W. Dimpfel, “Neuromarketing: Neurocode-Tracking in Combination with Eye-Tracking for Quantitative Objective Assessment of TV Commercials,” J. Behav. Brain Sci., vol. 5, pp. 137-147, 2015.

A. Javor, M. Koller, and N. Lee, “Neuromarketing and consumer neuroscience: contributions to neurology,” BMC, 2013.

T. Bergerud, “How Neuromarketing can Help Strengthen the Non- ­ ‐ profit Sector : An Eye-tracking Study of Emotional Appeals in Fundraising Communications,” Copenhagen Business School, 2013.

M. Koller, T. Salzberger, G. Brenner, and P. Walla, “Broadening the range of applications of eye-tracking in business research,” Anal. Porto Alegre, 2012.

R. Lupu and F. Ungureanu, “A survey of eye tracking methods and applications,” Bul Inst Polit Iasi, 2013.

David Leggett, “A Brief History of Eye-Tracking,” 2010. [Online]. Available: http://www.uxbooth.com/articles/a-brief-history-of-eye-tracking/. [Accessed: 19-Jan-2010].

J. K. Haneveld, Eye Tracking in User Experience Design, vol. 139, no. 4. 2014.

K. Rayner and M. Castelhano, “Eye movements,” Scholarpedia, vol. 2, no. 10, p. 3649, 2007.

H. Khachatryan and A. L. Rihn, “Eye-Tracking Methodology and Applications in Methodology : Experimental Design , Sampling , and Data,” pp. 1–5, 2014.

R. dos Santos and J. de Oliveira, “Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies,” International, 2015.

R. Hurley, D. Hutcherson, and C. Tonkin, “Measuring physiological arousal towards packaging: tracking electrodermal activity within the consumer shopping environment,” J. Appl.Packaging Research, Vol.7, no. 3, pp.76-90, 2015.

Downloads

Published

2016-12-01

How to Cite

Zamani, H., Abas, A., & M.Amin, M. K. (2016). Eye Tracking Application on Emotion Analysis for Marketing Strategy. Journal of Telecommunication, Electronic and Computer Engineering (JTEC), 8(11), 87–91. Retrieved from https://jtec.utem.edu.my/jtec/article/view/1415