A preliminary study on the impact of face coding and eye-tracking tools in the automotive sector

The authors asked themselves whether emotions influence driver driving and, if so, whether it is possible to control and moderate them through the use of non-invasive technological systems. The answers confirmed the impact of emotions on the driver's driving and, therefore, their value in experiencing customer experience moments. In this regard, the paper wanted to analyse non-intrusive techniques for monitoring the emotions of car drivers through applications able to recognise the driver's emotional state. In particular, the functionalities of ADAS (Advanced Driver Assistant Systems), which provide an automated adaptive driver assistance system (Sullivan, 2006), are analysed to answer the researchers' hypotheses. The experiment proposed has two research objectives: to verify that the reproduction of acoustic stimuli was able to activate a different emotional state and, based on the results obtained - which confirm the relationship between auditory stimuli and emotional impact - to propose a new non-intrusive technological system which, by acting on the driver's emotional response, increases attention to driving, involvement and more generally safety.