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DNP Workshop

DNP Workshop. 12/04/06. Overview. Pilot Study Description Discussion of Main study. Online Shopping Pilot Study. 16 subjects (8 male, 8 female) 20 minutes of shopping 4 types of tasks: High involvement (e.g., car) Low involvement (e.g., breakfast) Arousing/Amusing (e.g., funny shirts)

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DNP Workshop

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  1. DNP Workshop 12/04/06

  2. Overview • Pilot Study Description • Discussion of Main study

  3. Online Shopping Pilot Study • 16 subjects (8 male, 8 female) • 20 minutes of shopping • 4 types of tasks: • High involvement (e.g., car) • Low involvement (e.g., breakfast) • Arousing/Amusing (e.g., funny shirts) • Neutral (example) • Measured facial expressions: • Happy/sad • Amount of movement • Distance from camera (leaning in) • Attention (looking at camera) • Intention to purchase products

  4. Online Shopping Study • Example Faces:

  5. Pilot Shopping Study: Amount of Movement (7.6,9.9) (7.1,8.8) (5.1,3.0) (5.1,4.7) (7.5,9.1) (3.0,3.1) (6.0,6.9) (7.0,6.2) (4.2,3.5) (4.3,4.8) (3.3,4.4) (4.9,5.7) (5.4,4.5) (6.6,6.9) (8.7,5.0) (3.9,2.2) (2.6,1.4) (7.5,9.8) (5.7,6.2) (5.8,6.1) (6.0,7.6) (7.2,5.0)

  6. Main Study • Use Learning algorithsm • Output (things we are predicting) • Decision to purchase • Emotion • Input • Facial Expression • Posture • Mouse movement

  7. Purchase Face Classifier—Across Shoppers -1 = pre-purchase (s1-s20) 1 = pre-non-purchase (s21-s40) P1x…P1y…P2X…P2y…P3x…P3y…………….P53

  8. Purchase Face Classifier—Within shopper -1 = pre-purchase (s1-s40, timeX) 1 = pre-non-purchase (s1-s40, timeY) P1x…P1y…P2X…P2y…P3x…P3y…………….PN

  9. Main Study • SVM inputs are samples taken at 1/15th of a second • A time input sample includes 53 points (x, y of 22 points and 9 scalars due to orientation, and scale and aspect ration of eyes and mouth) • Output training is a 1 or a zero (1 is purchase) • Output training is a time sample N seconds after the input is taken (n = 1,3, or 5) • SVMs can be linear or nonlinear • Across or Within Shoppers

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