Theore8cal

 background  and  research  for  iMo8ons  -­‐  Emo8on  Technology

Quantifying Emotion by analyzing Eye properties!

WHAT  IS  THE  EMOTION  MEASUREMENT  IN

IMOTIONS  EMOTION  TECHNOLOGY  BASED  ON

The  Emo8on  Measurement  in  iMo8ons’  technology  

?
is  based  on  the  INTERPRETATION  OF  EYE  REACTIONS  
collected  via  a  camera  and  analyzed  in  a  specially  
designed  soLware.
PUPIL  DYNAMICS,  BLINK  CHARACTERISTICS  AND  
GAZE  BEHAVIOR  are  among  the  Eye  Reac8ons  
interpreted  by  the  iMo8ons  Emo8on  Measurement  
System  in  order  to  assess  and  calculate  an  index  of  
the  IMMEDIATE  EMOTIONAL  RESPONSE.
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions
 ?
Theore8cal  background  and  research  for  iMo8ons  -­‐  Emo8on  Technology
Quantifying Emotion by analyzing Eye properties!

“Look  into  a  person’s  pupils,  he  cannot  hide  himself.” WHY  MEASURE  PUPIL  DYNAMICS
(Confucius,  551-­‐478  B.C.)
It  is  found  that  the  PUPIL  dilates  and  subtracts  not  
only  from  light,  but  also  as  a  consequence  of  
emo8ons  (Hess,  1972).
Pupil  dila8on  has  been  coupled  with  ac8va8on  of  
the  sympathe8c  nervous  system  (Granholm  &  
Steinhauer,  2004;  Steinhauer  et  al.,  1983).  However,  
the  rela8onship  is  complex  because  pupil  size  is  also  
related  to  cogni8ve  processing  load  (Beaey  &  
Lucero-­‐Wagoner,  2000;  Staners  et  al.,  1979)  and  the  
amount  of  light  or  hue  in  visual  s8muli  (Granholm  &  
Steinhauer;  2004).
The  iMo8ons  system  iden8fies  several  emo8onal  
fingerprints  from  the  pupil  based  on  prior  and  
proprietary  knowledge.    The  iMo8ons  system  
compensates  for  reac8ons  caused  by  the  light  reflex  
and  because  the  system  determines  the  emo8onal  
reac8on  pre-­‐cogni8ve  the  impact  from  the  cogni8ve  
Jakob de Lemos
Inventor of the emotion measurement system processing  can  be  iden8fied  and  controlled.
CTO & Co-Founder of iMotions
 ?
Theore8cal  background  and  research  for  iMo8ons  -­‐  Emo8on  Technology
Quantifying Emotion by analyzing Eye properties!

Percep8on  and  the  eye  have  been  

WHY  MEASURE  BLINK  CHARACTERISTICS
extensively  studied  the  last  100  
years!  
BLINK  is  also  related  to  emo8onal  as  well  as
cogni8ve  reac8ons,  for  example  with  defensive  
reac8ons  like  emo8on-­‐modulated  eye  blink  startle,  
emo8onal  arousal  and  pleasure  (Bradley,  et  al.,  1999,  
Dichter  et  al.,  2002,  Ruiz-­‐Padial  &  Sollers,  2003).
The  iMo8ons  system  iden8fies  several  emo8onal  
fingerprints  from  the  characteris8cs  based  on  prior  
and  proprietary  knowledge.    Because  blinks  are  also  
protec8on  mechanisms  to  keep  the  eyeball  protected  
the  iMo8ons  system  compensates  for  blink-­‐like  
reac8ons  caused  by  the  cleaning/protec8ve  blink  
reflex  and  because  the  system  determines  the  
emo8onal  reac8on  pre-­‐cogni8ve  the  impact  from  the  
cogni8ve  processing  can  be  iden8fied  and  controlled.

Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions
 ?
Theore8cal  background  and  research  for  iMo8ons  -­‐  Emo8on  Technology
Quantifying Emotion by analyzing Eye properties!

WHY  MEASURE  GAZE  BEHAVIOR

“The  Eye  is  the  Mirror  of  the  soul.”
(Proverb)
GAZE  paeerns  are  linked  to  emo8onal  as  well  as  
cogni8ve  reac8ons  (Calvo  &  Lang,  2004).  
The  iMo8ons  system  iden8fies  several,  pre-­‐
aeen8on  and  cogni8ve  characteris8cs  within  the  
gaze  paeerns  based  on  prior  and  proprietary  
knowledge.    Because  the  gaze  paeerns  aeen8on  
wise  are  influenced  by  the  complexity  of  the  objet
(s)  observed,  the  iMo8ons  system  compensates  for  
this  effect  when  iden8fying  the  emo8onal  
components.

Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions
 Theore8cal  background  and  research  for  iMo8ons  -­‐  Emo8on  Technology
Quantifying Emotion by analyzing Eye properties!

SUMMARY

OUTSIDE  THE  HEAD

•MEASURING  THE  EMOTIONS  THROUGH  
CHANGES  IN  EYE  PROPERTIESPUPIL  
DYNAMICS,  BLINK  CHARACTERISTICS  AND  
!
•EYES  -­‐  “PART”  OF  THE  BRAIN  HANGING  

GAZE  BEHAVIOR
•QUANTIFIES  EMOTIONAL  AROUSAL
Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions
 Theore8cal  background  and  research  for  iMo8ons  -­‐  Emo8on  Technology
Quantifying Emotion by analyzing Eye properties!

SOME  REFERENCES

•Beaey,  J.  &  Lucero-­‐Wagoner,  B.  (2000):  The  pupillary  system,  in  Caccioppo,  J.,  Tassinary,  L.G.  &  Berntson,  G.  (Eds.):  The  Handbook  of  Psychophysiology,  Cambridge  
University  Press,  Hillsdale,  New  York.
•Bradley,  M.  M.,  Cuthbert,  B.  N.  &  Lang,  P.  J.  (1999):  Affect  and  the  startle  reflex,  in  Dawson,  M.E.,  Schell,  A.  &  Boehmelt,  A.  (Eds.):  Startle  modifica8on:  Implica8ons  
for  neuroscience,  cogni8ve  science  and  clinical  science,  Stanford  University  Press,  Stanford,  242–276.
•Calvo,  M.  G.,  &  Lang,  P.  J.  (2004).  Gaze  paeerns  when  looking  at  emo8onal  pictures:  Mo8va8onally  biased  aeen8on.  Mo8va8on  and  Emo8on,  28,  221–243.
•Dichter,  G.S.,  Tomarken,  A.J.  &  Baucom,  B.R.  (2002):  Startle  modula8on  before,  during  and  aLer  exposure  to  emo8onal  s8muli,  Interna8onal  Journal  of  
Psychophysiology,  43,  191-­‐196
•Damasio,  A.R.  (1994):  Descartes  Error  -­‐  Emo8on,  Reason,  and  the  Human  Brain,  G.P.  Putnam’s  Sons,  New  York.
•Granholm,  E.  &  Steinhauer,  S.R.  (2004):  Pupillometric  Measures  of  Cogni8ve  and  Emo8onal  Processes,  Interna8onal  Journal  of  Psychophysiology,  52,  1–6
•Hugdahl,  K.  (2001):  Psychophysiology:  The  Mind-­‐body  Perspec8ve,  Harvard  University  Press
•Lang,  P.J.,  Bradley,  M.M.,  &  Cuthbert,  B.N.  (2005):  Interna8onal  affec8ve  picture  system  (IAPS):  Affec8ve  ra8ngs  of  pictures  and  instruc8on  manual,  Technical  Report  
A-­‐6,  University  of  Florida,  Gainesville,  FL.
•Lang,  P.J.,  Greenwald,  M.K.,  Bradley,  M.M.  &  Hamm,  A.O.  (1993):  Looking  at  pictures:  Affec8ve,  facial,  visceral,  and  behavioural  reac8ons,  Psychophysiology,  30,  
261-­‐27
•Lazarus,  Richard.  (1991):  "Cogni8on  and  Mo8va8on  in  Emo8on."  American  Psychologist,  46:  362-­‐67.
•Lazarus,  R.  S.  (1991).  Emo8on  and  adapta8on.  New  York:  Oxford  University  Press.
•Plutchik,  R.  (2003):  Emo8ons  and  life:Perspec8ves  from  psychology,  biology,  and  evolu8on.  Washington,  DC:American  Psychological  Associa8on.
•Ruiz-­‐Padial,  L.,  Sollers,  J.J.,  Vila,  J.  &  Thayer,  J.F.  (2003):  The  rhythm  of  the  heart  in  the  blink  of  an  eye:  Emo8on-­‐modulated  startle  magnitude  covaries  with  heart  rate  
variability,  Psychophysiology,  40,  306–313
•Staners,  R.F.,  Coulter,  M.,  Sweet,  A.W.  &  Murphy,  P.  (1979):  The  papillary  response  as  an  indicator  of  arousal  and  cogni8on,  Mo8va8on  and  Emo8on,  3  (4),  319-­‐340
•Steinhauer,  S.  R.,  Boller,  F.,  Zubin,  J.  &  Pearlman,  S.  (1983):  Pupillary  dila8on  to  emo8onal  visual  s8muli  revisited,  Psychophysiology,  20
•Tranel,  D.  (2000):  Electrodermal  Ac8vity  in  Cogni8ve  Neuroscience:  Neuroanatomical  and  Neuropsychological  Correlates,  in  Lane,  R.D.  &  Nadel,  L.  (Eds.):  Cogni8ve  
Neuroscience  of  Emo8on,Oxford  University  Press,  New  York.

Jakob de Lemos
Inventor of the emotion measurement system
CTO & Co-Founder of iMotions