To determine the cognitive function of consumers during advertisement is important in respect to different display design to improve the selling of product. Our previous studies were focused on lateral views, this time we aimed to detect the level of attention and gaze behavior on diverse display settings of auto advertising using the event related potential (ERP) and the eye tracking techniques among 15 healthy volunteers. The ERPs were done using 128-sensor net. Subjects pushed button ‘1’ and ‘2’ when see the ‘Vertex Frontal Group/VFG’ (face to face) view and the ‘Vertex Reared Grouped/ VRG’ (back to back) view respectively as early as possible. Building pictures were the neutral stimuli. Two subjects (out of 15) were participated for the ‘Eye Tracking’ to measure the fixation duration, pupil size and attention map of eye movement as a gaze behavioral response. The N100 and the P300 ERP components were analyzed at 19 electrodes sites. The higher amplitudes and the shorter latencies of the N100 and the P300 ERP components were found at most electrode positions during the VRG view compared to the VFG view when the VRG view acquired shorter reaction time. Gaze behavior results revealed that subjects had longer fixation duration and larger pupil size during the VRG view compared to the VFG view and also were more interested in silver color during the VRG view. The results of the ERP and the ‘Eye Tracking’ were consistent. We concluded that subjects had more visual searching perception, selective attention, and visual identification during display setting of the VRG view with color preferences.
