Evaluations That Matter: Customer Preferences Using Industry-Based Evaluations and Eye-Gaze Data

This study is the first stage of a research program aimed at understanding differences in how people process 2D and 3D automotive stimuli, using psychophysiological tools such as galvanic skin response (GSR), eye tracking, electroencephalography (EEG), and facial expressions coding, along with respondent ratings. The current study uses just one measure, eye tracking, and one stimulus format, 2D realistic renderings of vehicles, to reveal where people expect to find information about brand and other industry-relevant topics, such as sportiness. The eye-gaze data showed differences in the percentage of fixation time that people spent on different views of cars while evaluating the “Brand” and the degree to which they looked “Sporty/Conservative”, “Calm/Exciting”, and “Basic/Luxurious”. The results of this work can give designers insights on where they can invest their design efforts when considering brand and styling cues.

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Techniques Used for Eye Gaze Interfaces and Survey

International Journal of Advances in Scientific Research ◽

10.7439/ijasr.v1i6.2125 ◽

2015 ◽

Vol 1 (6) ◽

pp. 276

Author(s):

Maria Rashid ◽

Wardah Mehmood ◽

Aliya Ashraf

Keyword(s):

Eye Tracking ◽

Eye Gaze ◽

3D Models ◽

Image Process ◽

Usability Problems ◽

Software Algorithms ◽

Pupil Detection ◽

Eye Movement Tracking ◽

2D And 3D ◽

Movement Tracking

Eye movement tracking is a method that is now-a-days used for checking the usability problems in the contexts of Human Computer Interaction (HCI). Firstly we present eye tracking technology and key elements.We tend to evaluate the behavior of the use when they are using the interace of eye gaze. Used different techniques i.e. electro-oculography, infrared oculography, video oculography, image process techniques, scrolling techniques, different models, probable approaches i.e. shape based approach, appearance based methods, 2D and 3D models based approach and different software algorithms for pupil detection etc. We have tried to compare the surveys based on their geometric properties and reportable accuracies and eventually we conclude this study by giving some prediction regarding future eye-gaze. We point out some techniques by using various eyes properties comprising nature, appearance and gesture or some combination for eye tracking and detection. Result displays eye-gaze technique is faster and better approach for selection than a mouse selection. Rate of error for all the matters determines that there have been no errors once choosing from main menus with eye mark and with mouse. But there have been a chance of errors when once choosing from sub menus in case of eye mark. So, maintain head constantly in front of eye gaze monitor.

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Study of Spontaneous and Acted Learn-Related Emotions Through Facial Expressions and Galvanic Skin Response

Research in Computing Science ◽

10.13053/rcs-148-5-11 ◽

2019 ◽

Vol 148 (5) ◽

pp. 97-105

Author(s):

Andres Mitre-Ortiz ◽

Hugo Mitre-Hernandez

Keyword(s):

Facial Expressions ◽

Galvanic Skin Response ◽

Skin Response

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Visual attention during the evaluation of facial attractiveness is influenced by facial angles and smile

The Angle Orthodontist ◽

10.2319/080717-528.1 ◽

2018 ◽

Vol 88 (3) ◽

pp. 329-337 ◽

Cited By ~ 3

Author(s):

Seol Hee Kim ◽

Soonshin Hwang ◽

Yeon-Ju Hong ◽

Jae-Jin Kim ◽

Kyung-Ho Kim ◽

...

Keyword(s):

Young Adults ◽

Visual Attention ◽

Eye Tracking ◽

Eye Gaze ◽

Facial Attractiveness ◽

Fixation Time ◽

Facial Esthetics ◽

Attractive Face ◽

Tracking Device ◽

Face Task

ABSTRACT Objective: To examine the changes in visual attention influenced by facial angles and smile during the evaluation of facial attractiveness. Materials and Methods: Thirty-three young adults were asked to rate the overall facial attractiveness (task 1 and 3) or to select the most attractive face (task 2) by looking at multiple panel stimuli consisting of 0°, 15°, 30°, 45°, 60°, and 90° rotated facial photos with or without a smile for three model face photos and a self-photo (self-face). Eye gaze and fixation time (FT) were monitored by the eye-tracking device during the performance. Participants were asked to fill out a subjective questionnaire asking, “Which face was primarily looked at when evaluating facial attractiveness?” Results: When rating the overall facial attractiveness (task 1) for model faces, FT was highest for the 0° face and lowest for the 90° face regardless of the smile (P < .01). However, when the most attractive face was to be selected (task 2), the FT of the 0° face decreased, while it significantly increased for the 45° face (P < .001). When facial attractiveness was evaluated with the simplified panels combined with facial angles and smile (task 3), the FT of the 0° smiling face was the highest (P < .01). While most participants reported that they looked mainly at the 0° smiling face when rating facial attractiveness, visual attention was broadly distributed within facial angles. Conclusions: Laterally rotated faces and presence of a smile highly influence visual attention during the evaluation of facial esthetics.

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Efficient visual search for facial emotions in patients with major depression

BMC Psychiatry ◽

10.1186/s12888-021-03093-6 ◽

2021 ◽

Vol 21 (1) ◽

Author(s):

Charlott Maria Bodenschatz ◽

Felix Czepluch ◽

Anette Kersting ◽

Thomas Suslow

Keyword(s):

Visual Search ◽

Eye Tracking ◽

Spatial Attention ◽

Facial Expressions ◽

Study Groups ◽

Fixation Time ◽

Gaze Behavior ◽

Healthy Individuals ◽

Emotional Facial Expressions ◽

Manual Response

Abstract Background Major depressive disorder has been associated with specific attentional biases in processing emotional facial expressions: heightened attention for negative and decreased attention for positive faces. However, using visual search paradigms, previous reaction-time-based research failed, in general, to find evidence for increased spatial attention toward negative facial expressions and reduced spatial attention toward positive facial expressions in depressed individuals. Eye-tracking analyses allow for a more detailed examination of visual search processes over time during the perception of multiple stimuli and can provide more specific insights into the attentional processing of multiple emotional stimuli. Methods Gaze behavior of 38 clinically depressed individuals and 38 gender matched healthy controls was compared in a face-in-the-crowd task. Pictures of happy, angry, and neutral facial expressions were utilized as target and distractor stimuli. Four distinct measures of eye gaze served as dependent variables: (a) latency to the target face, (b) number of distractor faces fixated prior to fixating the target, (c) mean fixation time per distractor face before fixating the target and (d) mean fixation time on the target. Results Depressed and healthy individuals did not differ in their manual response times. Our eye-tracking data revealed no differences between study groups in attention guidance to emotional target faces as well as in the duration of attention allocation to emotional distractor and target faces. However, depressed individuals fixated fewer distractor faces before fixating the target than controls, regardless of valence of expressions. Conclusions Depressed individuals seem to process angry and happy expressions in crowds of faces mainly in the same way as healthy individuals. Our data indicate no biased attention guidance to emotional targets and no biased processing of angry and happy distractors and targets in depression during visual search. Under conditions of clear task demand depressed individuals seem to be able to allocate and guide their attention in crowds of angry and happy faces as efficiently as healthy individuals.

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Platform Biometrics

Surveillance & Society ◽

10.24908/ss.v17i1/2.13111 ◽

2019 ◽

Vol 17 (1/2) ◽

pp. 54-62 ◽

Cited By ~ 1

Author(s):

Jeremy W Crampton

Keyword(s):

Emotion Recognition ◽

Facial Expressions ◽

Galvanic Skin Response ◽

Human Experience ◽

Basic Emotions ◽

Biometric Systems ◽

Skin Response ◽

The Face ◽

The Subject ◽

Iris Patterns

This article identifies and analyses the emergence of platform biometrics. Biometrics are measurements of behavioral and physical characteristics, such as facial expressions, gait, galvanic skin response, and palm or iris patterns. Platform biometrics not only promise to connect geographically distant actors but also to curate new forms of value. In this piece I describe Microsoft Face, one of the major facial biometric systems currently on the market; this software promises to analyze which of seven “universal” emotions a subject is experiencing. I then offer a critique of the assumptions behind the system. First, theories of emotion are divided on whether emotions can be reliably and measurably expressed by the face. Second, emotions may not be universal, nor are there likely only seven basic emotions. Third, I draw on the work of Rouvroy and Berns (2013) to identify emotion-recognition technologies as a classic example of algorithmic governance. To outcome algorithmic governance is to enable the subject to creation and govern surveillance. Platform biometrics will therefore provide a key component of surveillance capitalism’s appropriation of human experience (neuro-liberalism).

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Visual scanning preferences in low birth weight preterm infants

Trends in Psychiatry and Psychotherapy ◽

10.1590/2237-6089-2018-0083 ◽

2019 ◽

Vol 41 (4) ◽

pp. 334-339

Author(s):

Vivian R. G. Lederman ◽

Ana L. Goulart ◽

Juliana G. Negrão ◽

Deyse H. F. da Cunha ◽

Amélia M. N. dos Santos ◽

...

Keyword(s):

Eye Tracking ◽

Preterm Infants ◽

Eye Gaze ◽

Cross Sectional Study ◽

Autism Spectrum ◽

Fixation Time ◽

Cross Sectional ◽

The Social ◽

Preterm Babies ◽

Social Images

Abstract Introduction Few studies have used eye tracking as a screening tool for autism spectrum disorder (ASD) in preterm infants. Objectives To evaluate fixation time on social and non-social figures and percentage of preterm babies who gazed at the images. Methods This was a cross-sectional study of 31 preterm infants born weighing ≤ 2,000 g in which eye gaze was evaluated at 6 months of corrected age. Six boards with social and non-social figures were projected on a computer screen, successively, evaluating time and percentage of preterm babies who gazed at each board. The Modified Checklist for Autism in Toddlers (M-CHAT) was answered at 18 months of corrected age. Results Preterm infants showed longer visual fixation time on social figures compared with non-social images, regardless of the position of the social figure on the board. Similar percentages of preterm infants gazed either at social or non-social figures, at social figures with a direct or an indirect look, and at the eyes or mouth of the social figures. No preterm infant screened positive on the M-CHAT. Conclusion At 6 months of corrected age, preterm infants show the ability to gaze in an eye-tracking test, with preference for social figures, suggesting that this tool could be useful as another screening instrument for ASD.

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A Case Study in Neuromarketing: Analysis of the Influence of Music on Advertising Effectivenes through Eye-Tracking, Facial Emotion and GSR

European Journal of Social Sciences Education and Research ◽

10.2478/ejser-2018-0035 ◽

2018 ◽

Vol 5 (2) ◽

pp. 73-82 ◽

Cited By ~ 4

Author(s):

Ubaldo Cuesta ◽

Luz Martínez-Martínez ◽

Jose Ignacio Niño

Keyword(s):

Facial Expression ◽

Eye Tracking ◽

Fixation Time ◽

University Women ◽

Emotional Processes ◽

Skin Response ◽

Before And After ◽

Positive Valence ◽

Areas Of Interest

Abstract Music plays an important role in advertising. It exerts strong influence on the cognitive processes of attention and on the emotional processes of evaluation and, subsequently, in the attributes of the product. The goal of this work was to investigate these mechanisms using eye-tracking, facial expression and galvanic skin response (GSR).Nineteen university women were exposed to the same TV ad of a perfume in our Laboratory (https://neurolabcenter.com/). Nine of them were randomly assigned to the music version and ten to the silent version. During viewing, the visual areas of interest, the fixation time, the facial emotions and the GSR were recorded. Before and after viewing the subjects completed a questionnaire. Results: 1) The commercial with music caused a GSR level higher than without music. The GSR evaluates the degree of arousal (emotion)., 2) The facial expression indicated that the variable "enjoy" and "engagement" were significantly higher in the version with music. The positive valence (liking) presented higher values in the musical version, 3) However, the evaluation of the variable "attention", measured through facial expression, did not show differences between the groups. There were also no differences in the heat maps of areas of interest. 4) The attributes evaluation of the product, measured with the pre-post questionnaire, showed greater increases after exposure to the musical version, but only in specific product’s attributes, such as "power" but not on other attributes, such as "status". These results are interpreted within the framework of the recent theories of advertising and music (Oakes, 2007).

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