An Analysis of Subliminal Static Images and Words Using Eye Tracking Techniques

Abstract

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

Citation

Zacharia, A.B. and Hamelin, N. (2021), "An Analysis of Subliminal Static Images and Words Using Eye Tracking Techniques", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Leeds, pp. 155-180. https://doi.org/10.1108/978-1-80071-348-220211009