Abstract:

At present, the development of one of the areas of information and communication technologies focuses on monitoring the interaction between man and environment. One such development areas of interest are the analysis of the interaction of the human eye (sight) with the environment. From many technologies involved in examining human-environment interactions, eye-tracking technology is commonly used. The principle of eye-tracking technology is to monitor: the movement of the eyes, the persistence of eyes on the analyzed object, the sequence of viewing the analyzed object and the time spent tracking the selected object. Taking these facts into account, through the eye-tracking technology we have analyzed how subconsciously high school students perceive images evoking the study programs of the Faculty of Operation and Economics of Transport and Communications of the University of Zilina. In the next part of the experiment, we asked students directly: Which of the study programs would you like to study? The results of the research show which study programs the students subconsciously tend to, and vice versa, which they actually want to study. The research results can be used by a selected transport faculty in developing its own marketing strategy to reach potential students.

Keywords:

Eye-tracking, neuroscience, subconscious and conscious study preferences of potential students, recruitment of prospective students.