iMotions Attention Tool: Quantifying Emotion by Analyzing Eye Properties - Q&A for Research

8/9/2019 iMotions Attention Tool: Quantifying Emotion by Analyzing Eye Properties - Q&A for Research

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Jakob de LemosInventor of the emotion measurement system

CTO & Co-Founder of iMotions

Quantifying Emotion by analyzing Eye properties!

WHATISTHEEMOTIONMEASUREMENTIN

IMOTIONSEMOTIONTECHNOLOGYBASEDON

TheEmo8onMeasurementiniMo8onstechnology

isbasedontheINTERPRETATIONOFEYEREACTIONS

collectedviaacameraandanalyzedinaspecially

designedsoware.

PUPILDYNAMICS,BLINKCHARACTERISTICSAND

GAZEBEHAVIORareamongtheEyeReac8ons

interpretedbytheiMo8onsEmo8onMeasurement

Systeminordertoassessandcalculateanindexof

theIMMEDIATEEMOTIONALRESPONSE.

Theore8calbackgroundandresearchforiMo8ons-Emo8onTechnology


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WHYMEASUREPUPILDYNAMICS

ItisfoundthatthePUPILdilatesandsubtractsnot

onlyfromlight,butalsoasaconsequenceof

emo8ons(Hess,1972).

Pupildila8onhasbeencoupledwithac8va8onof

thesympathe8cnervoussystem(Granholm&

Steinhauer,2004;Steinhaueretal.,193).However,

therela8onshipiscomplexbecausepupilsizeisalsorelatedtocogni8veprocessingload(Beay&

Lucero-Wagoner,2000;Stanersetal.,1979)andthe

amountoflightorhueinvisuals8muli(Granholm&

Steinhauer;2004).

TheiMo8onssystemiden8fiesseveralemo8onal

fingerprintsfromthepupilbasedonpriorand

proprietaryknowledge.TheiMo8onssystemcompensatesforreac8onscausedbythelightreflex

andbecausethesystemdeterminestheemo8onal

reac8onpre-cogni8vetheimpactfromthecogni8ve

processingcanbeiden8fiedandcontrolled.

Lookintoapersonspupils,hecannothidehimself.

(Confucius,551-47B.C.)






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Percep8onandtheeyehavebeen

extensivelystudiedthelast100

years!

WHYMEASUREBLINKCHARACTERISTICS

BLINKisalsorelatedtoemo8onalaswellas

cogni8vereac8ons,forexamplewithdefensive

reac8onslikeemo8on-modulatedeyeblinkstartle,

emo8onalarousalandpleasure(Bradley,etal.,1999,

Dichteretal.,2002,Ruiz-Padial&Sollers,2003).

TheiMo8onssystemiden8fiesseveralemo8onal

fingerprintsfromthecharacteris8csbasedonpriorandproprietaryknowledge.Becauseblinksarealso

protec8onmechanismstokeeptheeyeballprotected

theiMo8onssystemcompensatesforblink-like

reac8onscausedbythecleaning/protec8veblink

reflexandbecausethesystemdeterminesthe

emo8onalreac8onpre-cogni8vetheimpactfromthe

cogni8veprocessingcanbeiden8fiedandcontrolled.






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WHYMEASUREGAZEBEHAVIOR

GAZEpaernsarelinkedtoemo8onalaswellas

cogni8vereac8ons(Calvo&Lang,2004).

TheiMo8onssystemiden8fiesseveral,pre-

aen8onandcogni8vecharacteris8cswithinthe

gazepaernsbasedonpriorandproprietary

knowledge.Becausethegazepaernsaen8on

wiseareinfluencedbythecomplexityoftheobjet

(s)observed,theiMo8onssystemcompensatesfor

thiseffectwheniden8fyingtheemo8onal

components.

TheEyeistheMirrorofthesoul.

(Proverb)






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SUMMARY

EYES-PARTOFTHEBRAINHANGING

OUTSIDETHEHEAD

MEASURINGTHEEMOTIONSTHROUGH

CHANGESINEYEPROPERTIESPUPIL

DYNAMICS,BLINKCHARACTERISTICSAND

GAZEBEHAVIOR

QUANTIFIESEMOTIONALAROUSAL






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SOMEREFERENCES

Beay,J.&Lucero-Wagoner,B.(2000):Thepupillarysystem,inCaccioppo,J.,Tassinary,L.G.&Berntson,G.(Eds.):TheHandbookofPsychophysiology,Cambridge

UniversityPress,Hillsdale,NewYork.

Bradley,M.M.,Cuthbert,B.N.&Lang,P.J.(1999):Affectandthestartlereflex,inDawson,M.E.,Schell,A.&Boehmelt,A.(Eds.):Startlemodifica8on:Implica8ons

forneuroscience,cogni8vescienceandclinicalscience,StanfordUniversityPress,Stanford,242276.

Calvo,M.G.,&Lang,P.J.(2004).Gazepaernswhenlookingatemo8onalpictures:Mo8va8onallybiasedaen8on.Mo8va8onandEmo8on,2,221243.

Dichter,G.S.,Tomarken,A.J.&Baucom,B.R.(2002):Startlemodula8onbefore,duringandaerexposuretoemo8onals8muli,Interna8onalJournalof

Psychophysiology,43,191-196

Damasio,A.R.(1994):DescartesError-Emo8on,Reason,andtheHumanBrain,G.P.PutnamsSons,NewYork.

Granholm,E.&Steinhauer,S.R.(2004):PupillometricMeasuresofCogni8veandEmo8onalProcesses,Interna8onalJournalofPsychophysiology,52,16

Hugdahl,K.(2001):Psychophysiology:TheMind-bodyPerspec8ve,HarvardUniversityPress

Lang,P.J.,Bradley,M.M.,&Cuthbert,B.N.(2005):Interna8onalaffec8vepicturesystem(IAPS):Affec8vera8ngsofpicturesandinstruc8onmanual,TechnicalReportA-6,UniversityofFlorida,Gainesville,FL.

Lang,P.J.,Greenwald,M.K.,Bradley,M.M.&Hamm,A.O.(1993):Lookingatpictures:Affec8ve,facial,visceral,andbehaviouralreac8ons,Psychophysiology,30,

261-27

Lazarus,Richard.(1991):"Cogni8onandMo8va8oninEmo8on."AmericanPsychologist,46:362-67.

Lazarus,R.S.(1991).Emo8onandadapta8on.NewYork:OxfordUniversityPress.

Plutchik,R.(2003):Emo8onsandlife:Perspec8vesfrompsychology,biology,andevolu8on.Washington,DC:AmericanPsychologicalAssocia8on.

Ruiz-Padial,L.,Sollers,J.J.,Vila,J.&Thayer,J.F.(2003):Therhythmoftheheartintheblinkofaneye:Emo8on-modulatedstartlemagnitudecovarieswithheartrate

variability,Psychophysiology,40,306313

Staners,R.F.,Coulter,M.,Sweet,A.W.&Murphy,P.(1979):Thepapillaryresponseasanindicatorofarousalandcogni8on,Mo8va8onandEmo8on,3(4),319-340

Steinhauer,S.R.,Boller,F.,Zubin,J.&Pearlman,S.(193):Pupillarydila8ontoemo8onalvisuals8mulirevisited,Psychophysiology,20

Tranel,D.(2000):ElectrodermalAc8vityinCogni8veNeuroscience:NeuroanatomicalandNeuropsychologicalCorrelates,inLane,R.D.&Nadel,L.(Eds.):Cogni8ve

NeuroscienceofEmo8on,OxfordUniversityPress,NewYork.





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iMotions Attention Tool: Quantifying Emotion by Analyzing Eye Properties - Q&A for Research