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Hidden Markov models for visual processing of marketing leaflets

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Abstract

The study shows the application of hidden Markov models (HMMs) for the analysis of eye ball movement fixations. The registered visual activity con-cerns pairwise comparisons of simple advertisement leaflets, differed in their layout orientation and captions’ styles. A simulation experiment was conducted to specify the most appropriate HMMs in terms of information criteria. Six best models were discussed in detail. The identified hidden states together with transition and emission probabilities were the basis of subjects’ visual behavior hypothetical interpretations.

Suggested Citation

  • Jerzy Grobelny & Rafal Michalski, 2021. "Hidden Markov models for visual processing of marketing leaflets," WORking papers in Management Science (WORMS) WORMS/21/08, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms2108
    DOI: 10.1007/978-3-030-51064-0_10
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_21_08.pdf
    File Function: Final version, 2021
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    References listed on IDEAS

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    1. Rafal Michalski, 2018. "Information presentation compatibility in a simple digital control panel design: eye-tracking study," WORking papers in Management Science (WORMS) WORMS/18/10, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    2. Berna Haktanirlar Ulutas & N. Fırat Özkan & Rafał Michalski, 2020. "Application of hidden Markov models to eye tracking data analysis of visual quality inspection operations," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(2), pages 761-777, June.
    3. Jerzy Grobelny & Rafal Michalski, 2017. "Applying hidden Markov models to visual activity analysis for simple digital control panel operations," WORking papers in Management Science (WORMS) WORMS/17/06, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    4. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    5. Rafal Michalski & Jerzy Grobelny, 2016. "An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package," WORking papers in Management Science (WORMS) WORMS/16/14, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
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    Cited by:

    1. Jerzy Grobelny & Rafal Michalski & Gerhard-Wilhelm Weber, 2021. "Modeling human thinking about similarities by neuromatrices in the perspective of fuzzy logic," WORking papers in Management Science (WORMS) WORMS/21/09, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.

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    More about this item

    Keywords

    eye tracking; cognitive modeling; visual presentation; digital signage; advertisement; human factors; ergonomics;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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