Evaluation of Product Placement with Attention on Eye-Tracking and EEG  

作　　者：Wanzeng Kong Xinyu Zhang Luyun Wang Qiaonan Fan Yuanming Dai Yunxi Miao 

机构地区：[1]School of Computer Science and Technology,Hangzhou Dianzi University

出　　处：《Journal of Beijing Institute of Technology》2019年第1期42-50,共9页北京理工大学学报（英文版）

基　　金：Supported by the National Natural Science Foundation of China(61671193);Science and Technology Program of Zhejiang Province(2018C04012);National Natural Science Foundation of Zhejiang Province(LY13F020049);Science and Technology Platform Construction Project of Fujian Science and Technology Department(2015Y2001)

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.

关 键 词：NEUROMARKETING electroencephalogram(EEG) eye track ATTENTION ADVERTISING EVALUATION 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]