• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Journal of The Korean Association For Science Education
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• v.37 no.3
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• pp.483-492
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• 2017

The purpose of this study is to analyze the variation in pupil size as shown in the scientific hypothesis generation process of students in Elementary School. The subjects for research consisted of 20 fifth-year students at Seoul B elementary school who agreed to participate in the research. The task consisted of four scientific hypothesis-generating tasks. SMI's Eye Tracker(iView $X^{TM}$ RED) was used to collect eye movement data. Experiment 3.6 and BeGaze 3.6 softwares were used to plan experiment and analyzed the task performance process and eye movement data. The findings of this study are twofold. First, there were four types that generate hypothesis about the tasks. Second, in the moment of generating hypothesis, participants' pupils have grown bigger. And while thinking of generating hypothesis or elaborating hypothesis, there were no big changes. These results show the moment of generating hypothesis is affected by emotional factors besides cognitive factors.

• Journal of Biomedical Engineering Research
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• v.27 no.5
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• pp.250-259
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• 2006

The information of eye movement is used in various fields such as psychology, ophthalmology, physiology, rehabilitation medicine, web design, HMI(human-machine interface), and so on. Various devices to detect the eye movement have been developed but they are too expensive. The general methods of eye movement tracking are EOG(electro-oculograph), Purkinje image tracker, scleral search coil technique, and video-oculograph(VOG). The purpose of this study is to embody the algorithm which tracks the location of the gazing point at a pupil. Two kinds of location data were compared to track the gazing point. One is the reference points(infrared LEDs) which is effected from the globe. Another is the center point of the pupil which is gained with a CCD camera. The reference point was captured with the CCD camera and infrared lights which were not recognized by human eyes. Both of images which were thrown and were not thrown an infrared light on the globe were captured and saved. The reflected reference points were detected with the brightness difference between the two saved images. In conclusion, the circumcenter theory of a triangle was used to look for the center of the pupil. The location of the gazing point was relatively indicated with the each center of the pupil and the reference point.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.533-540
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• 2010

This study was designed to examine the difference in visual attention between the evaluations of facial attractiveness and facial trustworthiness, both of which may be the two most fundamental social evaluation for forming first impressions under various types of social interactions. In study 1, participants were asked to evaluate the attractiveness and trustworthiness of 40 new faces while their gaze directions being recorded using an eye-tracker. The analysis revealed that participants spent significantly longer gaze fixation time while examining certain facial features such as eyes and nose during the evaluation of facial trustworthiness, as compared to facial attractiveness. In study 2, participants performed the same face evaluation tasks, except that a word was briefly displayed on a certain facial feature in each face trial, which were then followed by unexpected recall tests of the previously viewed words. The analysis demonstrated that the recognition rate of the words that had been presented on the nose was significantly higher for the task of facial trustworthiness vs. facial attractiveness evaluation. These findings suggest that the evaluation of facial trustworthiness may be distinguished by that of facial attractiveness in terms of the allocation of attentional resources.

• The Journal of the Korea Contents Association
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• v.10 no.8
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• pp.217-226
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• 2010

Reading a photograph is a process of perceiving the image in it. We are able to approach the intention of the photographer only from the sensory material of the image. To make sure how we see the image when we look at a photo, this paper did an experiment with Robert Doisneau's photo, 'Un Regard Oblique'. The hypothesis was set upon the idea of Mary Ann Doane, a pioneer in Gender study. Eye-tracker, Tobii was used to measure the movements and the fixation lengths of the pupils of 44 subjects. From the results of the experiment, it was verified that people look at photographic image in a certain way. At the same time, the gazing strength was differential on every subjects and subject groups.

• Korean Journal of Applied Biomechanics
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• v.20 no.2
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• pp.205-212
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• 2010

The purpose of this study was to compare the efficiency of visual perception and impulse according to the three types of Taekwondo players to be able to supply an efficient training method, for this a total of 12 representative Taekwondo players of the Korean National team, 4 poomsae players, 4 kyokpa players and 4 kyorugi players weighting between 68 to 74 kg, and the results from the motion analysis system, eye tracker and Electronic hogu are as follows. For the visual perceptual function, the total body reaction time was slowest for the kyokpa group, and for the visible reaction and vision fixation time was longest of the poomsae group, while the performance movement was fastest for the kyorugi group. As for description of the two kicking motions dollyo chagi and dolgae chagi the longer visual fixation helps the accuracy of the kick. In conclusion, as there was a difference between the groups, this information could help to train the visual perception of players according to what event they are participating in.

• Journal of the Korea Institute of Military Science and Technology
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• v.23 no.3
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• pp.257-266
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• 2020

It is very important to share tactical information such as video, images, and text messages among soldiers for situational awareness. Under the wireless environment of the battlefield, the available bandwidth varies dynamically and is insufficient to transmit high quality images, so it is necessary to minimize the distortion of the area of interests such as targets. A natural operating method for soldiers is also required considering the difficulty in handling while moving. In this paper, we propose a natural ROI(region of interest) setting and image compression method for effective image sharing among soldiers. We verify the proposed method through prototype system design and implementation of eye gaze detection and ROI-based image compression.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.5
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• pp.963-971
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• 2016

This paper is a research of gaze analysis for measuring task switching behavior at multiple windows in GUI of windowing system. Previous methods that define area of interest for categorizing gaze had difficulties to define dynamic content that disappears or changes over time. On the other hand, this study suggests a new method to categorize gaze that defines Area of interest in a unit of window during the eye tracking experiment. In this paper, we constructed the conception of WOI(Window of Interest) in GUI of windowing system. Therefore, we developed a system using an eye tracker device and implemented a number of experiments. In addition, we analyzed the number of task switching and proportion of watched content. The method in the study comprehend from previous researches as it can measure and analyze the multi-tasking behaviors using multiple numbers of windows.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.4
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• pp.155-164
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• 2020

This study measured the effect of PPL(Product Placement: PPL) in OTT(Over The Top) to search a new advertising revenue model according to the change of viewers' video content consumption patterns. On the first, by two research steps, the experiment was carried out using an eye-tracker and then a survey as the second step was administered asking subjects about their attitude about advertising messages, attitude about brand, and intention to purchase the brands used in the experiments. Specifically, the PPL materials used in the experiments were classified with three parts. This study has the meaning as approaching to the PPL research with new methodology by quantitatively access through the eye tracking of the subjects beyond the conventional qualitative measure that depends only on the memory of them. This research aims to find the possibility of indirect advertising as a new revenue model in the OTT environment.

• 한국HCI학회:학술대회논문집
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• 2007.02b
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• pp.633-638
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• 2007

본 연구에서는 신체상 위협상황에서 대처 전략을 측정할 수 있는 한국판 신체상 대처전략 척도(K-BICSI: The Korean Version of the Body Image Coping Strategy: K-BICSI)를 사용하여 회피 전략을 사용하는 정도에 따라 고회피집단(N=12)과 저 회피집단(N=12)으로 구분하여 실험참가자를 모집하였다. 연구의 목적은 외모 관련 자극이 제시 되었을 때 달라지는 주의편향과 자극 제시 전후의 정서변화를 살펴보는 것이었다. 실험 참가자는 여대생 24명으로, 안구운동 추적장비의 최초 응시방향과 응시시간을 이용해 주의편향을 확인했으며, 정서변화는 VAS로 측정하였다. 분석 결과 고 회피집단은 저 회피집단에 비해 비매력자극에 대한 더 높은 최초응시 경향을 나타냈지만, 매력자극에 대해서는 유의미하게 긴 응시시간을 보였고, 외모관련 지극 제시 전보다 후에 더 유의미하게 정서가 부정적으로 변하였다. 본 연구의 결과로 고 회피집단은 저 회피집단과는 다른 주의 인지기제를 가지고 있으며 외모관련 자극에 정서적으로 민감하게 반응한다는 것을 확인할 수 있었다.