Abstract
Thanks to eye tracking systems, movement data of eyes can be obtained when audiences gaze at advertisements. Eye tracking emerges as an effective means to obtain cognitive effects. Advanced techniques generally require customized equipment and systems. Meanwhile, acquisition of experimental data costs too much. It greatly limits the application scope of eye tracking systems. In this paper, our work consists of two parts. For the first part, we study the cognitive effect of ads through tracking the eyes of participants taking part in our experiments. In the other part, due to the limitation of the eye tracking, we propose a new eye tracking system based on edge computing to extend the application range. The experiment results show that products’ involvement and sexual appeal have an impact on the cognitive effect. Furthermore, by taking advantage of the new eye tracking system, we believe it can make psychological research easier.
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Chen, Y. et al. (2021). Research on Cognitive Effects of Internet Advertisements Based on Eye Tracking. In: Sun, Y., Liu, D., Liao, H., Fan, H., Gao, L. (eds) Computer Supported Cooperative Work and Social Computing. ChineseCSCW 2020. Communications in Computer and Information Science, vol 1330. Springer, Singapore. https://doi.org/10.1007/978-981-16-2540-4_49
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DOI: https://doi.org/10.1007/978-981-16-2540-4_49
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