• Science of Emotion and Sensibility
• /
• v.20 no.1
• /
• pp.31-40
• /
• 2017

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.

• Science of Emotion and Sensibility
• /
• v.20 no.3
• /
• pp.39-48
• /
• 2017

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.