Finding the Importance of Facial Features in Social Trait Perception

Fuentes-Hurtado, Félix; Diego-Más, José Antonio; Naranjo, Valery; Alcañíz, Mariano

doi:10.1007/978-3-030-03493-1_5

Cited by 1 publication

(1 citation statement)

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“…VEM properties, such as the sense of presence and transferability to reality [30][31][32], make it a suitable tool for studying human behavior. It is known that behavioral signals can reveal subconscious processes and psychological traits [4,33,34]. Thus, VEM can be used to track such signals to study and predict the psychological traits of shoppers as they interact with the virtual environment.…”

Section: Introductionmentioning

confidence: 99%

Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality

et al. 2021

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Virtual reality (VR) in retailing (V-commerce) has been proven to enhance the consumer experience. Thus, this technology is beneficial to study behavioral patterns by offering the opportunity to infer customers’ personality traits based on their behavior. This study aims to recognize impulsivity using behavioral patterns. For this goal, 60 subjects performed three tasks—one exploration task and two planned tasks—in a virtual market. Four noninvasive signals (eye-tracking, navigation, posture, and interactions), which are available in commercial VR devices, were recorded, and a set of features were extracted and categorized into zonal, general, kinematic, temporal, and spatial types. They were input into a support vector machine classifier to recognize the impulsivity of the subjects based on the I-8 questionnaire, achieving an accuracy of 87%. The results suggest that, while the exploration task can reveal general impulsivity, other subscales such as perseverance and sensation-seeking are more related to planned tasks. The results also show that posture and interaction are the most informative signals. Our findings validate the recognition of customer impulsivity using sensors incorporated into commercial VR devices. Such information can provide a personalized shopping experience in future virtual shops.

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