Feasibility Study on Marketing Research Using Eye Movement: An Investigation of Image Presentation Using an “Eye Camera” and Data Processing
Shin'ya Nagasawa*, Sora Yim**, and Hitoshi Hongo***
*Waseda University, 1-21-1 Nishi-waseda, Shinjuku, Tokyo 169-0051, Japan
**Dong-Eui University, 1394-9-23 Jwa-dong, Haeundae-gu, Busan, Korea
***SANYO Electric Co. Ltd., 1-18-13 Hashiridani, Hirakata, Osaka 573-8534, Japan
We studied the relationship between purchasing behavior and physiological measurement using an eye camera, including the correlation of physiological measurement based on an analysis of eye movement data at the behavioral level (close to intention) using conjoint analysis and with the attitude level using the analytic hierarchy process. Results showed poor correlation between data on eye movement, i.e., physiological reaction to stimulus, and the attitude level but a fairly good correlation between data on eye movement and the behavioral level.
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