神经营销和视觉注意研究使用眼动追踪技术

2017 21st International Conference on System Theory, Control and Computing (ICSTCC) Pub Date : 2017-10-01 DOI:10.1109/ICSTCC.2017.8107093

F. Ungureanu, R. Lupu, Adrian Cadar, Adrian Prodan

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引用次数: 18

摘要

本文基于瞳孔测量数据对不同营销刺激下的人类行为进行了研究。通过远程眼动仪获取消费者对感兴趣产品的注视点，并将获得的热图和时间戳用于进一步分析。实现了一种记录用户在网页和广告幻灯片上的视觉注意力的应用程序。为了对消费者的觉醒有额外的反应，还使用了皮肤电活动传感器。结果表明，人的情感和视觉注意与实际营销应用高度相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Neuromarketing and visual attention study using eye tracking techniques

This paper presents a study of human behavior related to different marketing stimuli based on pupillometry data. The consumer's gaze points on products of interest are acquired with a remote eye tracker and the obtained heatmaps and timestamps are used for further analysis. An application for recording user's visual attention on web pages and advertising slides is implemented. A sensor for electrodermal activity is also used in order to have an additional response regarding consumer arousal. The results reveal that the human emotions and visual attention are highly correlated with practical marketing applications.

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2017 21st International Conference on System Theory, Control and Computing (ICSTCC)

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