Eye tracking application on emotion analysis for marketing strategy

• Main Authors: Zamani, H., Abas, A., M. Amin, M. K.
• Format: Article
• Published: Universiti Teknikal Malaysia Melaka 2016
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/71702/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85011382822&partnerID=40&md5=d235b79ab740ffae10f44732a01204e7

This paper present on understanding the human behavior with eye tracking studies related to consumer cognition in marketing product. The study of human behavior using eye tracking is a growing multidisciplinary field that links electronics, psychology and cognitive science to study the human behavior on problem solving and decision making. In this paper, we particularly investigate the human behavior in consumer cognition. We conducted experiments to track the human eyes by using the Tobii TX300 eye tracker. The eye-mind relationship can help to use eye motions activity measurements expressing to some degree about human behavior. The result shows that the visual attention of human is very much related to the cognition of the products.