AN EYE TRACKING SYSTEM: TOWARDS APPLICATIONS IN MARKETING?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21230%2F13%3A00212337" target="_blank" >RIV/68407700:21230/13:00212337 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.magnanimitas.cz/ADALTA/0302/" target="_blank" >http://www.magnanimitas.cz/ADALTA/0302/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

AN EYE TRACKING SYSTEM: TOWARDS APPLICATIONS IN MARKETING?

Popis výsledku v původním jazyce

Exploring the emotions that can be induced by properly designed marketing communication messages is a modern and very interesting area of research in marketing. For measurements of the induced emotions various medical devices are used (eg, EEG, MRI, etc.) that can influence the natural behavior of the respondent in the course of the experiment. The following text aims to introduce the possibility of identifying other emotions that may be hidden in pupil size and its changes. An eye camera allows measurement of changes in pupil size depending on the projected visual stimulus. This paper presents the possibility of using eye cameras to identify the emotions that are demonstrated in an experiment carried out with known and unknown logos respectively.

Název v anglickém jazyce

AN EYE TRACKING SYSTEM: TOWARDS APPLICATIONS IN MARKETING?

Popis výsledku anglicky

Exploring the emotions that can be induced by properly designed marketing communication messages is a modern and very interesting area of research in marketing. For measurements of the induced emotions various medical devices are used (eg, EEG, MRI, etc.) that can influence the natural behavior of the respondent in the course of the experiment. The following text aims to introduce the possibility of identifying other emotions that may be hidden in pupil size and its changes. An eye camera allows measurement of changes in pupil size depending on the projected visual stimulus. This paper presents the possibility of using eye cameras to identify the emotions that are demonstrated in an experiment carried out with known and unknown logos respectively.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

AD ALTA: Journal of Interdisciplinary Research

ISSN

1804-7890

e-ISSN

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Svazek periodika

2013

Číslo periodika v rámci svazku

0302

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

5

Strana od-do

16-20

Kód UT WoS článku

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EID výsledku v databázi Scopus

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