Measuring promotional video performance through eye-tracking and cognitive evaluation: A Fermatean fuzzy decision analytics approach
Engineering Applications of Artificial Intelligence, cilt.170, 2026 (SCI-Expanded, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 170
- Basım Tarihi: 2026
- Doi Numarası: 10.1016/j.engappai.2026.114114
- Dergi Adı: Engineering Applications of Artificial Intelligence
- Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus, Compendex, INSPEC
- Anahtar Kelimeler: Fermatean fuzzy sets, Method based on the removal effects of criteria, Neuromarketing, Promotional video performance, Simple weight calculation
- Ankara Hacı Bayram Veli Üniversitesi Adresli: Hayır
Özet
Neuromarketing techniques are increasingly employed to measure emotional responses through brainwaves, eye movements, and facial expressions. The primary motivation of this study is to develop a decision support system capable of evaluating promotional video performance levels based on both eye-tracking data and cognitive assessments. The core objective is to propose a hybrid method that simultaneously integrates neuromarketing insights and cognitive evaluations. To this end, a Fermatean fuzzy (FF)−Hamacher−simple weight calculation (SIWEC)−method based on the removal effects of criteria (MEREC)−alternative ranking using two-step logarithmic normalization (ARLON) decision analytics model is developed and implemented. The FF−SIWEC method is employed to determine subjective criterion weights based on expert judgments, while the FF−MEREC method is used to compute objective weights by analyzing both eye-tracking and qualitative evaluations from viewers. Additionally, the Fermatean fuzzy Hamacher weighted aggregation operator ensures precise aggregation of audience evaluations. The FF−ARLON method is applied to obtain final rankings of promotional videos. A real-world case study is conducted to test the applicability of the proposed method, involving six automobile brands and 10 audiences. Eye-tracking analyses are conducted while audiences view the promotional videos, followed by expert and audience evaluations of seven qualitative and six eye-tracking criteria. Among qualitative criteria, “level of emotional impact” is found to be the most significant, while “saccadic direction” emerges as the most important eye-tracking criterion. The promotional video for the Mercedes brand demonstrates the highest overall performance. This study contributes to the literature by proposing a reliable and consistent hybrid model for evaluating promotional video performance.