Neuromarketing and visual attention study using eye tracking techniques

Ungureanu, Florina; Lupu, Robert Gabriel; Cadar, Adrian G; Prodan, Adrian

doi:10.1109/icstcc.2017.8107093

Cited by 22 publications

(18 citation statements)

References 9 publications

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“…Soria Morillo et al [40], Yang et al [41], Cherubino et al [42], Soria Morillo et al [43], Vasiljević et al [44], Yang et al [45], Pilelienė and Grigaliūnaitė [36], Daugherty et al [46], Royo et al [47], Etzold et al [48], Chen et al [49], Casado-Aranda et al [50], Randolph and Pierquet [51], Nomura and Mitsukura [52], Ungureanu et al [53], Goyal and Singh [54], Oon et al [55], Singh et al [56].…”

Section: Promotionmentioning

confidence: 99%

“…Singh et al [56] used promotion in the form of static vs. video advertisements to predict the success of omnichannel marketing strategies. Ungureanu et al [53] measured user attention and arousal by eye tracking while surfing through web page containing static advertisements, while Goyal and Singh [54] utilized facial biometric sensors to model an automated review systems for video advertisements. Oon et al [55] used merchandise product advertisement clips to recognize user preference.…”

Section: Marketing Stimuli Used In Neuromarketingmentioning

confidence: 99%

“…Eye movement, skin conductance, heart rate, facial expression all are result of neural processes. Eye tracking is primarily considered as the physiological response in consumer neuroscience, however studies have suggested eye tracking as a result of activation of the visual cortex or a secondary neural response [34,36,38,53,70].…”

Section: Activation Of Brain Regions Due To Marketing Stimulimentioning

confidence: 99%

“…Other than Tobii, Eye Tribe is found in use by Çakar et al [34]. Ungureanu et al used eye tracking to measure the attention level of consumers while displaying static advertisements of cars and clothing products [53]. Figure 1 depicts the most popular methods of neural response recording i.e.…”

Section: Neural Response Recording Techniquesmentioning

confidence: 99%

“…Skin conductance amplitude and response latency provide direct measures of arousal when watching TV commercials, unlike selfreported measures that are often based on later memory recall. Although GSR cannot independently relate to emotional valence, some of the Neuromarketing studies, i.e., Cherubino et al [42], Çakar et al [34], Ungureanu et al [53], Magdin et al [71], Goyal and Singh [54], and Singh et al [56] have used skin conductance along with heart rate to measure the consumer attention and focus on the TVC. [43], b fMRI imaging [50], and c eye tracking for online booking appointment [48]…”

Section: Neural Response Recording Techniquesmentioning

confidence: 99%

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Technological advancements and opportunities in Neuromarketing: a systematic review

et al. 2020

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Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

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