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

INTRODUCTION

This paper introduces a new automated method of measuring human emotions by analyzing eye properties. The...

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