Event Title

Assessing the Movement and Focus of Eyes During the Viewing of Advertisements with the use of Eye-Tracking Software

Session Number

Q14

Advisor(s)

Todd Parrish, Northwestern University

Location

A-123

Start Date

28-4-2016 8:25 AM

End Date

28-4-2016 8:50 AM

Disciplines

Neuroscience and Neurobiology

Abstract

Advertisements are created to appeal to certain audiences in order to market a specific product. There are both popular advertisements and ones that fall short. This difference in their ranking has to be caused by specific factors in the advertisement itself. This investigation focuses on the movement of the eye and where it focuses in relation with the ranking of the advertisement using eye-tracking software which will output x and y coordinates that will be analyzed. We expect to see a difference in the location of the focus of the eye depending on if the advertisement is ranked high or low on a pre- determined popularity scale. Exact results will be presented at IMSALoquium. These findings support the hypothesis that there is a correlation between the focus of the eye and how “good” the advertisement is ranked. In the future, these results could be used to improve the quality of advertisements by incorporating the focus points of the better ranked advertisements.


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Apr 28th, 8:25 AM Apr 28th, 8:50 AM

Assessing the Movement and Focus of Eyes During the Viewing of Advertisements with the use of Eye-Tracking Software

A-123

Advertisements are created to appeal to certain audiences in order to market a specific product. There are both popular advertisements and ones that fall short. This difference in their ranking has to be caused by specific factors in the advertisement itself. This investigation focuses on the movement of the eye and where it focuses in relation with the ranking of the advertisement using eye-tracking software which will output x and y coordinates that will be analyzed. We expect to see a difference in the location of the focus of the eye depending on if the advertisement is ranked high or low on a pre- determined popularity scale. Exact results will be presented at IMSALoquium. These findings support the hypothesis that there is a correlation between the focus of the eye and how “good” the advertisement is ranked. In the future, these results could be used to improve the quality of advertisements by incorporating the focus points of the better ranked advertisements.