To Study Effects of Using Human Presenter in Product Image: Applying an Eye-tracker VS Facial Expression Translation

Eye tracking is the process of measuring either the point of gaze or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in psycholinguistics, marketing, as an input device for human-computer interaction, and in product design. Previous study applies an eye-tracker to investigate effects of using human presenter in product images and conclude that eye-tracker data can be used for eye-gaze data collection and analyzed for further statistical conclusion [8]. The result indicates that product image with positive emotion female presenter gets the highest fixation duration, however, not significantly higher than fixation duration of other types of product images. However, Eye tracking by professional eye-tracker is not an affordable research method for most researches. Facial expression translation is a new function comes from “Youdao translate officer” which can be downloaded from apple APP store for free; It can indicate human facial expression in eight dimensions (i.e., happiness, angry, fear, contempt, disgust, calm, surprise, sad) with values. We are proposed to use this free technical to investigate effects of using human present in product images and compare the results with studies applies eye-tracker previously. A fresh accepted research method could be discovered by this study, and give an optional research mothed in relative field

Text Simplification and Generation Y: An Eye Tracking Study

While important information is often communicated via text, people read only a small fraction of textual content. Ignoring text is particularly prevalent among Generation Y, who prefer image-based communication and exhibit impatient viewing behavior. One way to improve the effectiveness of text-based communication for younger users is to construct textual information in a way that it can be understood with short glances, a hallmark of Generation Y’s impatient viewing behavior. To test this assertion, we used a set of plain language standards (PLS) to simplify a text passage from an actual website. The results of our eye tracking study showed that PLS were successful in improving textual communication for Generation Y users. The simplified text passage was processed with shorter glances, facilitated a more effective visual search behavior, and improved task performance significantly

Applying An Eye-Tracker To Study Effects Of Using Human Presenter In Product Image

This study applies an eye-tracker to investigate effects of using human presenter in product images. Fixation duration of five different product images on e-commerce webpages were collected using Mirametrix S2 Eye Tracker. The five different product images are [2] using no human presenter in product image, [1] using male presenter with positive emotion (smiling face) in product image, [3] using male presenter with neutral emotion in product image, [4] using female presenter with positive emotion (smiling face) in product image, and [6] using female presenter with neutral emotion in product image. This study was conducted in a laboratory. The data was collected from 100 undergraduate students from Chulalongkorn Business School, Thailand. The result indicates that product image with positive emotion female presenter gets the highest fixation duration, however, not significantly higher than fixation duration of other types of product images

Investigating the effectiveness of an efficient label placement method using eye movement data

This paper focuses on improving the efficiency and effectiveness of dynamic and interactive maps in relation to the user. A label placement method with an improved algorithmic efficiency is presented. Since this algorithm has an influence on the actual placement of the name labels on the map, it is tested if this efficient algorithms also creates more effective maps: how well is the information processed by the user. We tested 30 participants while they were working on a dynamic and interactive map display. Their task was to locate geographical names on each of the presented maps. Their eye movements were registered together with the time at which a given label was found. The gathered data reveal no difference in the user's response times, neither in the number and the duration of the fixations between both map designs. The results of this study show that the efficiency of label placement algorithms can be improved without disturbing the user's cognitive map. Consequently, we created a more efficient map without affecting its effectiveness towards the user

The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness

Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants’ eye movements when they examined webpages containing either bottom-right vertical banners or bottom-centre horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people’s memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localised more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information

Eye Movements, Perceptions, and Performance

Due to the ever growing amount of information, individuals often face high cognitive loads when making decisions. Thus, understanding user reactions to high cognitive loads can help to improve a user’s ability to make good quality decisions under high cognitive load. Prior decision making and user experience research suggest that eye tracking may provide a more complete picture of user reactions under high cognitive loads. Thus, through an exploratory study we investigate the relationship between fixation, perceptions of cognitive load and performance. Our analysis shows that fixation can predict both perception of the load as well as performance of a cognitively demanding online game

THE INFLUENCE OF PRODUCT PRESENTATION MODE AND ACADEMIC MAJOR ON THE MOTIVATION OF HAPTIC

Purpose of the study: This study was aimed to investigate the effect of product presentation mode and education background of the subject on the willingness of touch, preferences and visual imagery. Methodology: A total of 60 students were recruited to participate. The independent variables included product presentation mode (physical products, backgrounds removed image, scenario photo) and academic major of the subject (design major or management major). Three different kind dependent variables were measured in the study. On physical product condition, one sample was placed in front of subjects at a time. Both backgrounds removed image and scenario photo conditions, the subjects view experimental photos through a 22-inch LCD screen. They watched the sample item for 10 seconds and then were asked to assess the subjective questionnaire. Main Findings: The study results showed that when watching a physical product, the motivation of touch was greatest. The scenario photo generated more positive feelings and resulted in higher preference rating. The willingness of touch, preference and sensory ratings of management major students were higher than design major students. Applications of this study: The findings of this study can serve as a reference for enterprises to properly present products on web pages in order to increase consumers’ motivation to touch and preference. Novelty/Originality of this study: This study reinforces construction of a model of motivation to touch, and find that product presentation mode significant affect motivation to touch, preference and novelty feeling