Investigating human visual behavior by hidden Markov models in the design of marketing information

Jerzy Grobelny and Rafał Michalski ()

No WORMS/20/09, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: The research demonstrates the use of hidden Markov models (HMMs) in analyzing fixation data recorded by an eye-tracker. The visual activity was registered while performing pairwise comparisons of simple marketing messages. The marketing information was presented in a form of digital leaflets appearing on a computer screen and differed in the components’ arrangement and graphical layout. Better variants were selected by clicking on them with a mouse. A simulation experiment was performed to determine best HMMs in terms of information criteria. Seven selected models were presented in detail, four of them graphically illustrated and thoroughly analyzed. The identified hidden states along with predicted transition and emission probabilities allowed for the description of possible subjects’ visual behavior. Hypotheses about relations between these strategies and marketing message design factors were also put forward and discussed.

Keywords: Eye-tracking; Cognitive modeling; Visual presentation; Digital signage; Advertisement; Human factors; Ergonomics (search for similar items in EconPapers)
JEL-codes: C00 D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2020-08-15
New Economics Papers: this item is included in nep-exp, nep-mkt, nep-neu and nep-ore
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Grobelny J., Michalski R. (2020). Investigating human visual behavior by hidden Markov models in the design of marketing information. [in:] D. N. Cassenti (Ed.), Advances in Human Factors and Simulation, LNCS, Springer, pp. 234–245. http://dx.doi.org/10.1007/978-3-030-20148-7_22

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_09.pdf Final version, 2020 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms2009

DOI: 10.1007/978-3-030-20148-7_22

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