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JACIII Vol.9 No.5 pp. 440-452
doi: 10.20965/jaciii.2005.p0440
(2005)

Paper:

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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

Received:
October 4, 2004
Accepted:
May 24, 2005
Published:
September 20, 2005
Creative Commons License
Keywords:
interest, eye camera, presentation picture
Abstract

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.

Cite this article as:
S. Nagasawa, S. Yim, and H. Hongo, “Feasibility Study on Marketing Research Using Eye Movement: An Investigation of Image Presentation Using an “Eye Camera” and Data Processing,” J. Adv. Comput. Intell. Intell. Inform., Vol.9, No.5, pp. 440-452, 2005.
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