Hidden Markov models for visual processing of marketing leaflets

Jerzy Grobelny and Rafał Michalski ()

No WORMS/21/08, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: The study shows the application of hidden Markov models (HMMs) for the analysis of eye ball movement fixations. The registered visual activity con-cerns pairwise comparisons of simple advertisement leaflets, differed in their layout orientation and captions’ styles. A simulation experiment was conducted to specify the most appropriate HMMs in terms of information criteria. Six best models were discussed in detail. The identified hidden states together with transition and emission probabilities were the basis of subjects’ visual behavior hypothetical interpretations.

Keywords: eye tracking; cognitive modeling; visual presentation; digital signage; advertisement; human factors; ergonomics (search for similar items in EconPapers)
JEL-codes: D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 7 pages
Date: 2021
New Economics Papers: this item is included in nep-cwa, nep-exp and nep-ore
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Citations: View citations in EconPapers (1)

Published in Grobelny J., Michalski R. (2021). Hidden Markov models for visual processing of marketing leaflets. [in:] D. Cassenti, S. Scataglini, S. Rajulu, J. Wright (Eds.), Advances in Simulation and Digital Human Modeling, AISC 1206, pp. 72–79. https://doi.org/10.1007/978-3-030-51064-0_10

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_21_08.pdf Final version, 2021 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms2108

DOI: 10.1007/978-3-030-51064-0_10

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