• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.45-54
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• 2014

In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers' affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.

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