Test and evaluation of advertising effect based on EEG and eye tracker

As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practi...

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Autor principal:	Wang Lingfeng
Formato:	article
Lenguaje:	EN
Publicado:	De Gruyter 2019
Materias:	eeg eye movement technology advertising effectiveness test and evaluation Neurosciences. Biological psychiatry. Neuropsychiatry RC321-571
Acceso en línea:	https://doaj.org/article/a45116ffe98c449ab7f71adfac52b18b
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spelling	oai:doaj.org-article:a45116ffe98c449ab7f71adfac52b18b2021-12-05T14:11:04ZTest and evaluation of advertising effect based on EEG and eye tracker2081-693610.1515/tnsci-2019-0003https://doaj.org/article/a45116ffe98c449ab7f71adfac52b18b2019-04-01T00:00:00Zhttps://doi.org/10.1515/tnsci-2019-0003https://doaj.org/toc/2081-6936As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practical and theoretical significance. Therefore, this paper uses the EEG and eye movement technology to study the EEG change and eye movement of subjects when viewing advertisements and to conduct processing and analysis of the collected EEG and eye movement indexes. It is expected to provide advertisers with valuable advertising strategies based on the analysis results of EEG change and eye movement experiment.Wang LingfengDe Gruyterarticleeegeye movement technologyadvertising effectivenesstest and evaluationNeurosciences. Biological psychiatry. NeuropsychiatryRC321-571ENTranslational Neuroscience, Vol 10, Iss 1, Pp 14-18 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	eeg eye movement technology advertising effectiveness test and evaluation Neurosciences. Biological psychiatry. Neuropsychiatry RC321-571
spellingShingle	eeg eye movement technology advertising effectiveness test and evaluation Neurosciences. Biological psychiatry. Neuropsychiatry RC321-571 Wang Lingfeng Test and evaluation of advertising effect based on EEG and eye tracker
description	As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practical and theoretical significance. Therefore, this paper uses the EEG and eye movement technology to study the EEG change and eye movement of subjects when viewing advertisements and to conduct processing and analysis of the collected EEG and eye movement indexes. It is expected to provide advertisers with valuable advertising strategies based on the analysis results of EEG change and eye movement experiment.
format	article
author	Wang Lingfeng
author_facet	Wang Lingfeng
author_sort	Wang Lingfeng
title	Test and evaluation of advertising effect based on EEG and eye tracker
title_short	Test and evaluation of advertising effect based on EEG and eye tracker
title_full	Test and evaluation of advertising effect based on EEG and eye tracker
title_fullStr	Test and evaluation of advertising effect based on EEG and eye tracker
title_full_unstemmed	Test and evaluation of advertising effect based on EEG and eye tracker
title_sort	test and evaluation of advertising effect based on eeg and eye tracker
publisher	De Gruyter
publishDate	2019
url	https://doaj.org/article/a45116ffe98c449ab7f71adfac52b18b
work_keys_str_mv	AT wanglingfeng testandevaluationofadvertisingeffectbasedoneegandeyetracker
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Test and evaluation of advertising effect based on EEG and eye tracker

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