Communications of the ACM
Emotion Detection Software sed to Design Advertising
Mexican computer specialist Enrique Leon Villeda has developed software that can assess the emotions of a person when considering consumer products.
Credit: Investigacin y Desarrollo
Mexican computer specialist Enrique Leon Villeda has helped revolutionize advertising by developing software that can assess the real-time emotions of a person when considering consumer products.
His algorithm measures heart rate and transfers data via Bluetooth to a mobile phone or computer, where positive or negative emotion is determined in real time. The software can show how buyers connect with a brand and how emotions influence their decision-making.
"Though the software does not include a sensor, it can use commercial accessories like bracelets or a chest band," Leon Villeda says. "When the buyer experiences an emotion, we can know what kind and how strong."
One way to use the technology is to set up a system and show pictures or video of products to a group of people. Another way is to monitor subjects using a commercial accessory, such as a bracelet, and transmit data via Bluetooth to a smartphone as they walk through a store. Villeda says this would enable a store owner to assess whether advertising is properly positioned.
From Phys.org
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