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Hidden Markov Models for Visual Processing of Marketing Leaflets

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Advances in Simulation and Digital Human Modeling (AHFE 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1206))

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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 concerns 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.

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Acknowledgments

The research was partially financially supported by Polish National Science Centre Grant No. 2017/27/B/HS4/01876. The experiment was conducted with an eye-tracking system made available by the Laboratory of Information Systems Quality of Use which is a part of a BIBLIOTECH project co-funded by the European Union through the European Regional Development Fund under the Operational Programme Innovative Economy 2007–2013.

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Authors and Affiliations

  1. Faculty of Computer Science and Management, Wrocław University of Science and Technology, 27 Wybrzeże Wyspiańskiego St., 50-370, Wrocław, Poland

    Jerzy Grobelny & Rafał Michalski

Authors
  1. Jerzy Grobelny
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  2. Rafał Michalski
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Corresponding author

Correspondence to Rafał Michalski .

Editor information

Editors and Affiliations

  1. RDRL-HRF-D, Building 519, U.S. Army Research Laboratory, Aberdeen Proving Ground, MD, USA

    Daniel N Cassenti

  2. Department of Product Development, Faculty of Design Sciences, University of Antwerp, Antwerp, Belgium

    Sofia Scataglini

  3. Biomedical Research & Environmental Sciences Division, NASA Lyndon Johnson Space Center, Houston, TX, USA

    Sudhakar L. Rajulu

  4. U.S. Army Research Laboratory, Orlando, FL, USA

    Julia L. Wright

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Grobelny, J., Michalski, R. (2021). Hidden Markov Models for Visual Processing of Marketing Leaflets. In: Cassenti, D., Scataglini, S., Rajulu, S., Wright, J. (eds) Advances in Simulation and Digital Human Modeling. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1206. Springer, Cham. https://doi.org/10.1007/978-3-030-51064-0_10

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