This book offers a comprehensive approach to modelling visual behaviour in marketing research, particularly through the lens of various types of Hidden Markov Models, including a new linguistic pattern-based version. It explores the critical role of visual behaviour in customer decision-making processes. By elaborating on the methodology of applying Hidden Markov Models to eye-tracking data, the author provides a structured approach to analysing visual processing in marketing contexts. Readers will gain a better understanding of how visual behaviour influences marketing effectiveness, supported by detailed modelling techniques and real-world eye-tracking experiments. The book presents a unique integration of linguistic patterns based on fuzzy sets with Hidden Markov Models, enhancing modelling flexibility and the understanding of customer behaviour. Additionally, it includes a scientific modelling lifecycle focused on employing various types of Hidden Markov Models in an eye-tracking studies and their practical applications in marketing research. Aimed at marketing researchers, data scientists, and professionals, this book provides valuable insights into advanced analytical techniques, fostering a deeper understanding of customer visual behaviour. It is an essential resource for those seeking to leverage Hidden Markov Models for theoretically interesting and practically useful research outcomes within the marketing context.
