期刊
IEEE TRANSACTIONS ON INSTRUMENTATION AND MEASUREMENT
卷 71, 期 -, 页码 -出版社
IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC
DOI: 10.1109/TIM.2022.3217849
关键词
Electrooculography (EOG); eye-tracking; gaze reconstruction; gender difference; neuromarketing
资金
- National Research Foundation of Korea (NRF) - Korean Government (MSIT) [NRF-2019R1A2C2086593]
- Institute of Information and Communications Technology Planning and Evaluation (IITP) - Korean Government [Ministry of Science and ICT(MIST)] [2017-0-00432, 2020-0-01373]
Eye-tracking technology has been widely used in neuromarketing, but camera-based eye-trackers are expensive, hindering their widespread adoption. This study developed a method to estimate eye gaze coordinates using electrooculography (EOG) signals, which showed promising results in terms of reliability and gender differences in neuromarketing tests.
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.
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