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http://dx.doi.org/10.14695/KJSOS.2017.20.3.39

Relationship of Pupil's Size and Gaze Frequency for Neuro Sports Marketing: Focusing on Sigma Analysis  

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.3, 2017 , pp. 39-48 More about this Journal
Abstract
In order to verify the effectiveness of marketing in the basketball stadium, this study measured and analyzed the gaze frequency and interest when the pupil was expanded by using the eye-tracking technology among various neuro marketing techniques of marketing. To analyze the section where the pupil size get expanded, interval of pupil size was higher than 2.275% (2 sigma data) and higher than 0.135% high (3 sigma data). Overall the valid data was analyzed by inflection points according to gaze frequency. We also analyzed the correlation between overall valid data and the ranges where the pupil size was significantly increased. The result showed that the correlation between overall valid data and pupil size 2 sigma data showed the highest correlation with 0.805. The pupil size 2 sigma data and pupil size 3 sigma data showed a correlation with 0.781, overall the valid data and pupil size 2 sigma data showed a correlation with 0.683. Therefore, it is concluded that, the section where the pupil size was expanded and the section at which gaze frequency is higher in the eye-tracking data were similar. However, the correlation between data of pupil size is determined to be significantly expanded and overall the valid data is decreased.
Keywords
Pupil's Size; Eye-tracking; Neuro-sports Marketing; Sigma Analysis;
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Times Cited By KSCI : 6  (Citation Analysis)
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