Feasibility of Using Electrooculography-Based Eye-trackers for Neuromarketing Applications
- Authors
- Ha, Jisoo; Choi, Kang-Min; Im, Chang Hwan
- Issue Date
- Oct-2022
- Publisher
- Institute of Electrical and Electronics Engineers Inc.
- Keywords
- Electrooculography (EOG); eye-tracking; gaze reconstruction; gender difference; neuromarketing
- Citation
- IEEE Transactions on Instrumentation and Measurement, v.71, pp.1 - 10
- Indexed
- SCIE
SCOPUS
- Journal Title
- IEEE Transactions on Instrumentation and Measurement
- Volume
- 71
- Start Page
- 1
- End Page
- 10
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/185198
- DOI
- 10.1109/TIM.2022.3217849
- ISSN
- 0018-9456
- Abstract
- Eye-tracking has been increasingly utilized in neuromarketing applications to quantitatively investigate consumers’ subliminal attention and preferences. Eye-tracking technology in neuromarketing has been developed mainly using camera-based methods; however, camera-based eye-trackers are generally expensive for some customers, hindering widespread use of eye-tracking technology. Electrooculography (EOG)-based eye-tracking could be a promising alternative because it can be implemented at a relatively lower cost even less than 100 USD; however, EOG-based eye-tracking has not yet been employed in neuromarketing applications. In this study, we developed a method to estimate the absolute coordinates of eye gaze from EOG and investigated its reliability over time. The EOG signals were acquired in three separate experimental sessions: calibration, instructed eye-tracking test, and free eye-tracking test (FET) sessions. A linear regression model was constructed using the calibration data to estimate the absolute coordinates on the screen. The reconstructed eye-gaze results were visualized in the form of a heat map to be applied to practical neuromarketing scenarios. The results of the instructed eye-tracker test session revealed that the reliability of the eye-tracking results gradually decreased over time but did not drop drastically for up to 8 s. Moreover, the results of the neuromarketing test session analyzed with 6-s-EOG-data revealed clear gender differences among the heat maps of six advertisement pictures, coinciding with previous camera-based study results. Our results suggest that the proposed EOG-based eye-tracker has great potential to be utilized in practical neuromarketing applications.
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