Evaluation of Product Placement with Attention on Eye-Tracking and EEG
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摘要
Advertising evaluation can not only evaluate the subconscious behavior of consumers and help consumers to avoid irrational consumption,but also improve the utilization of advertising resources.To deal with this topic,electroencephalogram(EEG)data and eye movement data from18 subjects is collected.The power spectra of beta band and theta band are used to calculate the EEG attention index,while the eye attention index is calculated by the statistics at fixation on the interesting area.Therefore the fusion attention index is obtained by fusing the EEG signal and eye movement data in the feature level.The results indicate that the memory of the advertisements is synced up with the attention of the products.And the fusion attention index has a higher significant difference than the other two indexes.
Advertising evaluation can not only evaluate the subconscious behavior of consumers and help consumers to avoid irrational consumption,but also improve the utilization of advertising resources.To deal with this topic,electroencephalogram(EEG)data and eye movement data from18 subjects is collected.The power spectra of beta band and theta band are used to calculate the EEG attention index,while the eye attention index is calculated by the statistics at fixation on the interesting area.Therefore the fusion attention index is obtained by fusing the EEG signal and eye movement data in the feature level.The results indicate that the memory of the advertisements is synced up with the attention of the products.And the fusion attention index has a higher significant difference than the other two indexes.
Advertising evaluation can not only evaluate the subconscious behavior of consumers and help consumers to avoid irrational consumption,but also improve the utilization of advertising resources.To deal with this topic,electroencephalogram(EEG)data and eye movement data from18 subjects is collected.The power spectra of beta band and theta band are used to calculate the EEG attention index,while the eye attention index is calculated by the statistics at fixation on the interesting area.Therefore the fusion attention index is obtained by fusing the EEG signal and eye movement data in the feature level.The results indicate that the memory of the advertisements is synced up with the attention of the products.And the fusion attention index has a higher significant difference than the other two indexes.
引文
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[3]Kong W Z,Xu S J,Dai G J,et al.The survey of digital evaluation of advertising with neuromarketing[J].Chinese Journal of Biomedical Engineering,2014,33(3):358-365.
[4]Vecchiato G,Astolfi L,Tabarrini A,et al.EEG analysis of the brain activity during the observation of commercial,political,or public service announcements[J].Computational Intelligence&Neuroscience,2010,2010(2):985-867.
[5]Vecchiato G,Maglione A G,Cherubino P,et al.Neurophysiological tools to investigate consumer’s gender differences during the observation of TVcommercials[J].Computational&Mathematical Methods in Medicine,2014,2014:912-981.
[6]Sajjacholapunt P,Ball L J.The influence of banner advertisements on attention and memory:human faces with averted gaze can enhance advertising effectiveness[J].Frontiers in Psychology,2014,5(5):166-172.
[7]Pieters R,Rosbergen E,Wedel W.Visual attention to repeated print advertising:a test of scanpath theory[J].Journal of Marketing Research,1999,36(4):424-438.
[8]Wang C Y,Tsai M J,Tsai C C.Multimedia recipe reading:predicting learning outcomes and diagnosing cooking interest using eye-tracking measures[J].Computers in Human Behavior,2016,62:9-18.
[9]Buede D M,Girardi P.A target identification comparison of Bayesian and Dempster-Shafer multisensor fusion[C]∥Systems Man&Cybernetics Part ASystems&Humans IEEE Transactions on,1997,27(5):569-577.
[10]Zhao X,Luo Q,Han B.Survey on robot multisensor information fusion technology[C]∥World Congress on Intelligent Control&Automation,2008:5019-5023.
[11]Jain A,Nandakumar K,Ross A.Score normalization in multimodal biometric systems[J].Pattern Recognition,2005,38(12):2270-2285.
[12]Fox M D,Snyder A Z,Vincent J L,et al.The human brain is intrinsically organized into dynamic,anticorrelated functional networks[J].Proceedings of the National Academy of Sciences of the United States of America,2005,102(27):9673-9678.
[13]Arns M,Conners C K,Kraemer H C.A decade of EEG Theta/Beta ratio research in ADHD:a meta-analysis[J].Journal of Attention Disorders,2013,17(5):374-383.
[14]Hasler R,Perroud N,Meziane H B,et al.Attention-related EEG markers in adult ADHD[J].Neuropsychologia,2016,87:120-133.
[15]Engel A K,Fries P.Beta-band oscillations-signaling the status quo?[J].Current Opinion in Neurobiology,2010,20(2):156-165.
[16]Tan H R M,Leuthold H,Gross J.Gearing up for action:attentive tracking dynamically tunes sensory and motor oscillations in the alpha and beta band[J].Neuroimage,2013,82(100):634-644.
[17]Velsquez J D.Combining eye-tracking technologies with web usage mining for identifying website keyobjects[J].Engineering Applications of Artificial Intelligence,2013,26(26):1469-1478.
[18]Duchowski A T.Eye tracking methodology:theory and practice[M].Zhao X B.Beijing:Science Press,2015:296.(in Chinese)
[19]Chae S W,Lee K C.Exploring the effect of the human brand on consumers’decision quality in online shopping[J].Online Information Review,2013,37(1):83-100.
[20]Hu X,Gong Y L,Zhou X,et al.Improvement of flight mission training based on eye tracking[J].Trainer,2016,2:7-11.(in Chinese)
[21]Noori R,Karbassi A,Salman S M.Evaluation of PCA and Gamma test techniques on ANN operation for weekly solid waste prediction[J].Journal of Environmental Management,2010,91(3):767-771.
[22]Jolliffe I T.Principal component analysis[M].New York:Springer,2002:488.
[23]Vines S K.Simple principal components[J].Journal of the Royal Statistical Society,2000,49(4):441-451.
[24]Mcclure S M,Li J,Tomlin D,et al.Neural correlates of behavioral preference for culturally familiar drinks[J].Neuron,2004,44(2):379-387.
[25]Pieters R,Wedel M.Goal control of attention to advertising:the Yarbus implication[J].Journal of Consumer Research,2007,34(2):224-233.
[26]Bruce A S,Bruce J M,Black W R,et al.Branding and a child’s brain:an fMRI study of neural responses to logos[J].Social Cognitive&Affective Neuroscience,2012,9(1):118-122.
[27]Santos R,Rocha J B,Giraldi J.Eye tracking in neuromarketing:a research agenda for marketing studies[J].International Journal of Psychological Studies,2015,7(1):32-42.