Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology

Eye tracking and eye expression decoding based on transparent, flexible and ultra-persistent electrostatic interface

Eye tracking provides valuable insight for analyzing visual attention and underlying thinking progress through the observation of eye movements. Here, a transparent, flexible and ultra-persistent electrostatic sensing interface is proposed for realizing active eye tracking (AET) system based on the electrostatic induction effect. Through a triple-layer structure combined with a dielectric bilayer and a rough-surface Ag nanowire (Ag NW) electrode layer, the inherent capacitance and interfacial trapping density of the electrostatic interface has been strongly enhanced, contributing to an unprecedented charge storage capability. The electrostatic charge density of the interface reached 1671.10 μC·m^-2 with a charge-keeping rate of 96.91% after 1000 non-contact operation cycles, which can finally realize oculogyric detection with an angular resolution of 5°. Thus, the AET system enables real-time decoding eye movements for customer preference recording and eye-controlled human-computer interaction, supporting its limitless potentiality in commercial purpose, virtual reality, human computer interactions and medical monitoring.

Systematic Review and Future Direction of Neuro-Tourism Research

Neuro-tourism is the application of neuroscience in tourism to improve marketing methods of the tourism industry by analyzing the brain activities of tourists. Neuro-tourism provides accurate real-time data on tourists' conscious and unconscious emotions. Neuro-tourism uses the methods of neuromarketing such as brain-computer interface (BCI), eye-tracking, galvanic skin response, etc., to create tourism goods and services to improve tourist experience and satisfaction. Due to the novelty of neuro-tourism and the dearth of studies on this subject, this study offered a comprehensive analysis of the peer-reviewed journal publications in neuro-tourism research for the previous 12 years to detect trends in this field and provide insights for academics. We reviewed 52 articles indexed in the Web of Science (WoS) core collection database and examined them using our suggested classification schema. The results reveal a large growth in the number of published articles on neuro-tourism, demonstrating a rise in the relevance of this field. Additionally, the findings indicated a lack of integrating artificial intelligence techniques in neuro-tourism studies. We believe that the advancements in technology and research collaboration will facilitate exponential growth in this field.

SaFiDe: Detection of saccade and fixation periods based on eye-movement attributes from video-oculography, scleral coil or electrooculography data

In this work we present SaFiDe, a deterministic method to detect eye movements (saccades and fixations) from eye-trace data. We developed this method for human and nonhuman primate data from video- and coil-recorded eye traces and further applied the algorithm to eye traces computed from electrooculograms. All the data analyzed were from free-exploration paradigms, where the main challenge was to detect periods of saccades and fixations that were uncued by the task. The method uses velocity and acceleration thresholds, calculated from the eye trace, to detect saccade and fixation periods. We show that our fully deterministic method detects saccades and fixations from eye traces during free visual exploration. The algorithm was implemented in MATLAB, and the code is publicly available on a GitHub repository.•The algorithm presented is entirely deterministic, simplifying the comparison between subjects and tasks.•Thus far, the algorithm presented can operate over video-based eye tracker data, human electrooculogram records, or monkey scleral eye coil data.

The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry

This research aims to examine a neural network (artificial intelligence) as an alternative model to examine the neuromarketing phenomenon. Neuromarketing is comparatively new as a technique for designing marketing strategies, especially advertising campaigns. Marketers have used a variety of different neuromarketing tools, for instance functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), steady-state probe topography (SSPT), and other expensive gadgets. Similarly, researchers have been using these devices to carry out their studies. Therefore, neuromarketing has been an expensive project for both companies and researchers. We employed 585 human responses and used the neural network (artificial intelligence) technique to examine the predictive consumer buying behavior of an effective advertisement. For this purpose, we employed two neural network applications (artificial intelligence) to examine consumer buying behavior, first taken from a 1–5 Likert scale. A second application was run to examine the predicted consumer buying behavior in light of the neuromarketing phenomenon. The findings suggest that a neural network (artificial intelligence) is a unique, cost-effective, and powerful alternative to traditional neuromarketing tools. This study has significant theoretical and practical implications for future researchers and brand managers in the service and manufacturing sectors.

The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science

We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network sites. Twenty-three studies reported objective measures of engagement using observational analyses or laboratory-based experiments. In nine studies evaluating the association between different interactivity features and outcomes, the evidence was mixed on whether more interactivity improves or worsens recall and comprehension. Studies vary with respect to populations, designs, ads evaluated, and outcomes assessed.

Attention allocation on mobile app interfaces when human interacts with them

With the popularity of smartphones and the pervasion of mobile apps, people spend more and more time to interact with a diversity of apps on their smartphones, especially for young population. This raises a question: how people allocate attention to interfaces of apps during using them. To address this question, we, in this study, designed an experiment with two sessions (i.e., Session1: browsing original interfaces; Session 2: browsing interfaces after removal of colors and background) integrating with an eyetracking system. Attention fixation durations were recorded by an eye-tracker while participants browsed app interfaces. The whole screen of smartphone was divided into four even regions to explore fixation durations. The results revealed that participants gave significantly longer total fixation duration on the bottom left region compared to other regions in the session (1) Longer total fixation duration on the bottom was preserved, but there is no significant difference between left side and right side in the session2. Similar to the finding of total fixation duration, first fixation duration is also predominantly paid on the bottom area of the interface. Moreover, the skill in the use of mobile phone was quantified by assessing familiarity and accuracy of phone operation and was investigated in the association with the fixation durations. We found that first fixation duration of the bottom left region is significantly negatively correlated with the smartphone operation level in the session 1, but there is no significant correlation between them in the session (2) According to the results of ratio exploration, the ratio of the first fixation duration to the total fixation duration is not significantly different between areas of interest for both sessions. The findings of this study provide insights into the attention allocation during browsing app interfaces and are of implications on the design of app interfaces and advertisements as layout can be optimized according to the attention allocation to maximally deliver information.

The Design of an Intelligent Robotic Wheelchair Supporting People with Special Needs, Including for Their Visual System

The paper aims to study the applicability and limitations of the solution resulting from a design process for an intelligent system supporting people with special needs who are not physically able to control a wheelchair using classical systems. The intelligent system uses information from smart sensors and offers a control system that replaces the use of a joystick. The necessary movements of the chair in the environment can be determined by an intelligent vision system analyzing the direction of the patient’s gaze and point of view, as well as the actions of the head. In this approach, an important task is to detect the destination target in the 3D workspace. This solution has been evaluated, outdoor and indoor, under different lighting conditions. In order to design the intelligent wheelchair, and because sometimes people with special needs also have specific problems with their optical system (e.g., strabismus, Nystagmus) the system was tested on different subjects, some of them wearing eyeglasses. During the design process of the intelligent system, all the tests involving human subjects were performed in accordance with specific rules of medical security and ethics. In this sense, the process was supervised by a company specialized in health activities that involve people with special needs. The main results and findings are as follows: validation of the proposed solution for all indoor lightning conditions; methodology to create personal profiles, used to improve the HMI efficiency and to adapt it to each subject needs; a primary evaluation and validation for the use of personal profiles in real life, indoor conditions. The conclusion is that the proposed solution can be used for persons who are not physically able to control a wheelchair using classical systems, having with minor vision deficiencies or major vision impairment affecting one of the eyes.

Effect of Personality Traits on Banner Advertisement Recognition

This article investigates the effect of personality traits on the attitude of web users towards online advertising. Utilizing and analyzing personality traits along with possible correlations between these traits and their influence on consumers’ buying behavior is crucial not only in research studies; this also holds for commercial implementations, as it allows businesses to set up and run sophisticated and strategic campaign designs in the field of digital marketing. This article starts with a literature review on advertisement recall and personality traits, which is followed by the procedure and processes undertaken to conduct the experiment, construct the online store, and design and place the advertisements. Collected data from the personality questionnaire and the two experiment questionnaires (pre and post-test) are presented using descriptive statistics, and data collected from the eye-tracking are analyzed using visual behavior assessment metrics. The results show that personality traits and especially honesty–humility can prove to be a predictive force for some important aspects of banner advertisement recognizability.

A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design

Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.

Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

Post-COVID 19 Tourism: Will Digital Tourism Replace Mass Tourism?

Recently, nations are struggling to mitigate the impact of the unprecedented COVID-19 outbreak on their economy. Many countries have imposed traveling restrictions to reduce people’s movement in order to avoid infection transmission. Traveling restrictions have jeopardized the tourism industry around the globe. If the situation persists, it will become challenging for the nations to open tourism. For this reason, the digitalization of tourism is a viable solution for this situation. However, it is essential to map whether digital technologies can provide alternative solutions to the situation and whether digital tourism can replace conventional tourism? With that backdrop, this study has two objectives: (a) to find the future of digital tourism development beyond the COVID-19 pandemic situation, and (b) to find collaborative research work among nations to develop digital tourism after the current pandemic crisis. To achieve these objectives, we conducted a systematic literature review of past research on the development of digital tourism from 2016–2020. The study applies the PRISMA-2015 statement to select and synthesize 60 articles from Scopus and ‘Web of Science’ databases. Content analysis was performed to analyze the underlying clusters of research on digital tourism and, later, bibliometric analysis was conducted to examine collaborative research between different countries. The findings highlighted three major research clusters namely; virtual reality tourism, virtual tourism, and augmented reality. In addition, the research finding shows that virtual tourism is a practical and valuable option for mass tourism during the COVID-19 outbreak and can replace mass tourism after the pandemic. Although virtual tourism does not feel like a visit to a natural destination, it is still getting attention from tourists. Virtual spaces must develop more features and value additions to achieve tourist satisfaction in the future.

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

The Recreational Trail of the El Caminito del Rey Natural Tourist Attraction, Spain: Determination of Hikers' Flow

Hiking is a very popular outdoor activity, and has led to an exponential increase in the number of visitors to natural spaces. The objective of this study was to analyze the circulation pattern of visitors to the Caminito del Rey trail, based on the three zones into which the trail can be divided. The sample consisted of 1582 hikers distributed into three different profiles. Of these, 126 utilized an eye-tracking device during the hike, while, for the rest (1456), only their travel speed along the trail was recorded. The use of eye tracking devices identified a greater number of interesting landscapes located in zones 1 and 3 of the trail, and it was observed that the mean travel speed was greater for zone 2 (42.31 m/min) (p < 0.01). Additionally, when the three different visitor profiles were analyzed, significant differences were found between the mean travel speeds according to sectors (p < 0.05). This information is crucial for more efficient management of the trail, as it allows for the development of measures to control and regulate the flow of visitors according to zone, and the design of additional strategies to increase the awareness of the hiker about specific areas of the hike.

Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.

Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review

Currently, there is an important debate on how social networks have affected relations between organizations and their audiences: originally complementary –since organizations had full control over the messages that they sent to users, who were mere consumers of information–, they are now symmetric –since users produce and disseminate information about organizations on a global scale through social media–. Therefore, one of the main concerns of organizations when investing in social networks is to connect with their target audience, to have virality, greater visibility and scope. Likewise, neuromarketing is gaining significant importance when it comes to predicting user behavior through biometric measurements, so it can be an essential tool for developing content that engages organizations and their audiences. The main objective of this work is to conduct a theoretical review of the main scientific research on the effectiveness of neuromarketing as a tool to improve the emotional connection between organizations and users in social networks. Thus, the scientific literature on the object under study available on the Web Of Science has been extensively reviewed. The results of the analysis of the main researches in this field reveal the importance of neuromarketing: some of them agree that the communicative effectiveness between organizations and audiences in social networks depends more on sociology and psychology than on technology itself. Neuromarketing has also allowed to demonstrate the relevance of the so-called social influence in social networks: users tend to imitate the behaviors of others, under the premise that these actions reflect the appropriate procedure. That is, when a user sees that others in their environment comment or share a post, they tend to replicate that action in order to avoid the fear of being the only one who behaves differently.

Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth

The current era has brought about major changes in the way people connect to each other, and social media is a major pillar of this change. In this new communication and connecting environment, companies are under pressure to constantly adapt and become present on platforms where their customers are while being sustainable and profitable in the long run. On the other hand, traditional marketing research challenges have led to the expansion of new research approaches like neuromarketing as a means to gather the most accurate data ever from customers. When referring to how we can use neuromarketing research within the social media context, the current paper aims to fill a gap in the current literature: Using neuromarketing research in social media while taking into consideration both companies’ purposes and customers’ sought-after benefits. This aim is achieved through two pieces of research that shed light on a model where these purposes are matched with the corresponding benefits, showing the degree of acceptability of four major neuromarketing applications. This model is a stepping stone towards discovering how social media neuromarketing research can be a pillar of sustainable business communication as part of the broader perspective of sustainability in terms of business growth.

Use of information modelling techniques to understand research trends in eye gaze estimation methods: An automated review

Eye gaze tracking has been used to study the influence of visual stimuli on consumer behavior and attentional processes. Eye gaze tracking techniques have made substantial contributions in advertisement design, human computer interaction, virtual reality and disease diagnosis. Eye gaze estimation is considered critical for prediction of human attention, and hence indispensable for better understanding human activities. In this paper, Latent Semantic Analysis is used to develop an information model for identifying emerging research trends within eye gaze estimation techniques. An exhaustive collection of 423 titles and abstracts of research papers published during 2005-2018 were used. Five major research areas and ten research trends were classified based upon this study.

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.