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Investigating human visual behavior by hidden Markov models in the design of marketing information

Author

Listed:
  • Jerzy Grobelny
  • Rafal Michalski

Abstract

The research demonstrates the use of hidden Markov models (HMMs) in analyzing fixation data recorded by an eye-tracker. The visual activity was registered while performing pairwise comparisons of simple marketing messages. The marketing information was presented in a form of digital leaflets appearing on a computer screen and differed in the components’ arrangement and graphical layout. Better variants were selected by clicking on them with a mouse. A simulation experiment was performed to determine best HMMs in terms of information criteria. Seven selected models were presented in detail, four of them graphically illustrated and thoroughly analyzed. The identified hidden states along with predicted transition and emission probabilities allowed for the description of possible subjects’ visual behavior. Hypotheses about relations between these strategies and marketing message design factors were also put forward and discussed.

Suggested Citation

  • Jerzy Grobelny & Rafal Michalski, 2020. "Investigating human visual behavior by hidden Markov models in the design of marketing information," WORking papers in Management Science (WORMS) WORMS/20/09, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms2009
    DOI: 10.1007/978-3-030-20148-7_22
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_09.pdf
    File Function: Final version, 2020
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    File URL: https://libkey.io/10.1007/978-3-030-20148-7_22?utm_source=ideas
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    References listed on IDEAS

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    1. John Liechty & Rik Pieters & Michel Wedel, 2003. "Global and local covert visual attention: Evidence from a bayesian hidden markov model," Psychometrika, Springer;The Psychometric Society, vol. 68(4), pages 519-541, December.
    2. 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.
    3. 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.
    4. 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:

    • C00 - Mathematical and Quantitative Methods - - General - - - General
    • 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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