Feasibility of Using Electrooculography-Based Eye-trackers for Neuromarketing Applications
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Ha, Jisoo | - |
dc.contributor.author | Choi, Kang-Min | - |
dc.contributor.author | Im, Chang Hwan | - |
dc.date.accessioned | 2023-05-03T11:16:45Z | - |
dc.date.available | 2023-05-03T11:16:45Z | - |
dc.date.created | 2022-12-07 | - |
dc.date.issued | 2022-10 | - |
dc.identifier.issn | 0018-9456 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/185198 | - |
dc.description.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. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Institute of Electrical and Electronics Engineers Inc. | - |
dc.title | Feasibility of Using Electrooculography-Based Eye-trackers for Neuromarketing Applications | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Im, Chang Hwan | - |
dc.identifier.doi | 10.1109/TIM.2022.3217849 | - |
dc.identifier.scopusid | 2-s2.0-85141452809 | - |
dc.identifier.wosid | 000886627400032 | - |
dc.identifier.bibliographicCitation | IEEE Transactions on Instrumentation and Measurement, v.71, pp.1 - 10 | - |
dc.relation.isPartOf | IEEE Transactions on Instrumentation and Measurement | - |
dc.citation.title | IEEE Transactions on Instrumentation and Measurement | - |
dc.citation.volume | 71 | - |
dc.citation.startPage | 1 | - |
dc.citation.endPage | 10 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scie | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Engineering | - |
dc.relation.journalResearchArea | Instruments & Instrumentation | - |
dc.relation.journalWebOfScienceCategory | Engineering, Electrical & Electronic | - |
dc.relation.journalWebOfScienceCategory | Instruments & Instrumentation | - |
dc.subject.keywordPlus | TRACKING | - |
dc.subject.keywordPlus | ARTIFACTS | - |
dc.subject.keywordPlus | MOVEMENTS | - |
dc.subject.keywordAuthor | Electrooculography (EOG) | - |
dc.subject.keywordAuthor | eye-tracking | - |
dc.subject.keywordAuthor | gaze reconstruction | - |
dc.subject.keywordAuthor | gender difference | - |
dc.subject.keywordAuthor | neuromarketing | - |
dc.identifier.url | https://ieeexplore.ieee.org/document/9931738 | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
222, Wangsimni-ro, Seongdong-gu, Seoul, 04763, Korea+82-2-2220-1365
COPYRIGHT © 2021 HANYANG UNIVERSITY.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.