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http://dx.doi.org/10.14695/KJSOS.2017.20.1.31

A Study on Neuro Sports Marketing by using Pupil's Size of Men: Focusing on Basketball Game  

Ko, Eui-Suk (Department of Packaging, Yonsei University)
Song, Ki-Hyeon (Department of Packaging, Yonsei University)
Cho, Soo-Hyun (Department of Packaging, Yonsei University)
Kim, Jong-Ha (Department of Architecture & Fire Administration, Dongyang University)
Publication Information
Science of Emotion and Sensibility / v.20, no.1, 2017 , pp. 31-40 More about this Journal
Abstract
The present study used one of research techniques which is eye gaze tracking for neuromarketing. When pupil's size of men dilated over than three sigma (0.135%), the interest and eye movement in observation were measured. According to statistical analysis of previous studies, three sigma range is meaningful therefore sigma range was used as operational definition because 'pupil dilatation' is difficult to be define in eye gaze tracking data. Pictures of basketball games were selected as visual stimuli and 90% effective ratio of total 7,200 data were calculated. Thus, 29 of 34 participants were used for test. Pupil's size was calculated by applying pupil's width and height into a formular; [Pupil's size = Pupil width/2${\times}$Pupil height/$2{\times}{\pi}$]. In conclusion, billboard utilized for sports marketing had meaningless effects because gaze frequency to basketball player and surrounding environment was higher than that to billboard when participantsas game spectators diltaed their pupil's size over than three sigma. Thus, it was required using new marketing strategies like neuromarketing to increase utility through the present study.
Keywords
Pupil's Size; Eye-tracking; Neuro-sports Marketing; Three Sigma;
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Times Cited By KSCI : 4  (Citation Analysis)
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