Evaluation of Product Placement with Attention on Eye-Tracking and EEG

Advertising evaluation can not only evaluate the subconscious behavior of consumers and help consumers to avoid irrational consumption, but also improve the utilization of advertising resources. To deal with this topic, electroencephalogram (EEG) data and eye movement data from 18 subjects is collected. The power spectra of beta band and theta band are used to calculate the EEG attention index, while the eye attention index is calculated by the statistics at fixation on the interesting area. Therefore the fusion attention index is obtained by fusing the EEG signal and eye movement data in the feature level. The results indicate that the memory of the advertisements is synced up with the attention of the products. And the fusion attention index has a higher significant difference than the other two indexes.