Plane advertisement evaluation method based on event-related potential and eye movement tracking technology

• Main Authors: MENG LIANG, JIN JIA, PAN YU
• Format: Patent
• Language: Chinese; English
• Published: 28.10.2022
• Subjects: CALCULATING; COMPUTER SYSTEMS BASED ON SPECIFIC COMPUTATIONAL MODELS; COMPUTING; COUNTING; DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES; DIAGNOSIS; HANDLING RECORD CARRIERS; HUMAN NECESSITIES; HYGIENE; IDENTIFICATION; MEDICAL OR VETERINARY SCIENCE; PHYSICS; PRESENTATION OF DATA; RECOGNITION OF DATA; RECORD CARRIERS; SURGERY; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR

The invention discloses a print advertisement evaluation method based on an event-related potential and an eye tracking technology, and the method comprises the steps: obtaining the gaze point information of a consumer through the eye tracking technology, and analyzing the influence of an advertisement on the attention and attraction of the consumer; meanwhile, the brain wave shape of the consumer during the watching period when the consumer sees the advertisement is captured by using an event-related potential technology, and finally, the collected multi-modal data is fused for machine learning, so that a powerful basis is provided for the optimization design of the advertisement. The method comprises the following steps: collecting eye movement features and electroencephalogram features when a testee watches a plurality of to-be-evaluated advertisement pictures; acquiring a corresponding brain wave-shaped window within the watching time of the subject to the region of interest, and constructing a brain wave