Analysis of eye properties: evaluating emotional reactions to advertising

This paper describes Emotion ToolTM, a measurement method based on eye-tracking that makes it possible to measure immediate unconscious and uncontrollable emotional responses before they are cognitively perceived, interpreted, and biased by our mind.

Analysis of eye properties: evaluating emotional reactions to advertising

Jakob de LemosiMotions – Emotion Technology A/S, Denmark


This paper introduces a new automated method of measuring human emotions by analyzing eye properties. The groundbreaking method is implemented in (Motions' Emotion Tool™, an instrument to measure immediate human emotional responses to print advertisement, marketing material, magazine covers, etc. The non-intrusive, non-verbal, psychophysiology measurement instrument measures the level of excitement to an advertisement and determines if the emotion is of a pleasant or unpleasant character. Each emotional response is extracted from subtle dynamical psycho-physiological changes within the respondents' eye via...

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