• (The) Korean Journal of Advertising
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• v.29 no.7
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• pp.29-53
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• 2018

In our study, we investigated the effects of position of endorser and endorser's gaze direction(direct/averted_image/averted_text) on advertising attitude, purchase intent and brand recognition using eye-tracking method. Focusing on the printed cosmetic ads which the role of endorser is important and indirect persuade route is relatively is emphasized, we conducted experiment on 36 participants in 20s. As prior studies, our results shows that participants paid attention to more and faster on specific element which the endorser is gazing at. But it was not reflected to ad attitude and purchase intent directly. When the endorser is positioned in left the side, the highest purchase intent was shown in direct gaze condition, while when the endorser is on the right side, the highest ad attitude was shown in gazing image condition. Additionally, the brand recognition task following eye-tracking experiment shows that recognition accuracy was higher only in condition which the endorser is in the left side looking at the product image. These results demonstrated that the gaze direction of endorser plays a role as attentional guidance, which means it can lead customer's attention to particular region in the printed ad, but the effect can be varied depending on the position of endorser and which type of information the endorser is gazing at. Therefore, ultimately, to increase customer's ad attitude and purchase intent, complex consideration of not only the gazing direction of the endorser, but the position of endorser and other diverse elements is necessary.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.16 no.3
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• pp.123-129
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• 2023

if we know what we're looking at, we can get a lot of information. Due to the development of eye tracking, Information on gaze point can be obtained through software provided by various eye tracking equipments. However, it is difficult to estimate accurate information such as the actual gaze depth. If it is possible to calibrate the eye tracker with the actual gaze depth, it will enable the derivation of realistic and accurate results with reliable validity in various fields such as simulation, digital twin, VR, and more. Therefore, in this paper, we experiment with acquiring and calibrating raw gaze depth using an eye tracker and software. The experiment involves designing a Deep Neural Network (DNN) model and then acquiring gaze depth values provided by the software for specified distances from 300mm to 10,000mm. The acquired data is trained through the designed DNN model and calibrated to correspond to the actual gaze depth. In our experiments with the calibrated model, we were able to achieve actual gaze depth values of 297mm, 904mm, 1,485mm, 2,005mm, 3,011mm, 4,021mm, 4,972mm, 6,027mm, 7,026mm, 8,043mm, 9,021mm, and 10,076mm for the specified distances from 300mm to 10,000mm.

• Journal of Digital Convergence
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• v.17 no.11
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• pp.97-104
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• 2019

Consumers possess their own psychological distance towards products. Based on the construal-level theory, this study aims to analyze which type of advertising appeal is more effective according to psychological distance. Also this study conducts neurophysiology experiment through eye-tracker. By using eye-tracking methods, participants' responses to products was measured and analyzed accordingly. Results revealed that consumers prefer rational appeals when the psychological distance is perceived near, while emotional appeals are preferred when the psychological distance is perceived far. In addition, eye movements measured in Visit Count(VC), Fixation Count(FC), and Total Fixation Duration(TFD) showed significant difference when participants are viewing preferred and non-preferred appeals.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.37 no.5
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• pp.343-350
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• 2019

Map labels are the most recognizable map elements using the human visual system because they are essentially a natural language. In this study, an experiment was conducted using an eye-tracker to objectively record and analyze the response of subjects regarding visual attention to map labels. A primary building object was identified by analyzing visit counts, average visit duration, fixation counts, and the average fixation duration of a subject's gaze for an area of interest acquired using the eye-tracker. The unmarked rate of map labels in Google map, Naver map, and Daum map was calculated. As a result, this rate exceeded fifty-one percent, with the lowest rate recorded for Google map. It is expected that the results of this study will contribute to an increase in the diversity of research in terms of the spatial cognition approach for map labels, which is more helpful to users than the existing body of work on methods of expression for labels.

• Journal of the Korean Institute of Landscape Architecture
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• v.43 no.4
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• pp.87-97
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• 2015

There's a trend towards vitalization of nightscape planning businesses nationally and locally as well for city image making and activation of regional economy, but there is still no systematic nightscape planning going on for lack of relevant researches and objective evaluations. This study aims to suggest the guideline for nightscape planning by conducting an eye tracking experiment and survey for recognizing the characteristics of a nightscape. Furthermore, the authors intended to verify the eye-tracking method as a tool for landscape evaluation. The research site was restricted in the campus of Virginia Tech, VA, and those were selected by experts' survey among various types of nightscape images. The variables for analyzing the characteristics of nightscape images selected were 'preference', 'safety(fear)' and 'clearness'. 'Fixation duration', 'saccade duration', 'scan path length', and 'pupil size' were selected as the eye movement measurements. The results of this study are as follows: The first outcome found was that there were significant differences among the characteristics(preference, safety and clearness) of a nightscape by MANOVA, and these variables were correlated positively by Pearson's correlation. Secondly, there were differences on fixation duration, saccade duration and scan path depending on the nightscape setting statistically. Also, the eye tracking measurement in an open setting was recorded lower than enclosed settings. In the result of a heat map, we found the meaning of the fixated areas on both viewing without intention and viewing intentionally. It turned out that the fixated areas were consistent with the areas the subjects felt preferred and clarity in all of the nightscape images, which means people usually focus on what they prefer and see clearly in a certain nightscape. Based on this result and previous studies, the authors could make a conclusion that eye tracking method can apply to evaluate nightscape settings in terms of analyzing the whole characteristics and finding specific points for the detailed analysis as well. Therefore, these results can contribute by suggesting nightscape planning, implication of the landscape evaluation, and implication of the eye tracking study.

• Journal of Digital Contents Society
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• v.11 no.4
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• pp.445-452
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• 2010

This paper deals with the exploratory study & experimentation for foundation & theoretical base of menu structuring & design improvement of digital media (IPTV, Digital cable TV) service players. Digital media service providers had been offered many cases of menu structure since their service launched. Researcher set a research topic which verification of eye tracking velocity when media user feels with perceived ease of design and the familiarity. Researcher arrives at a conclusion through as stated above experiment that vertical type of menu and horizontal type of menu are differentiated from the contents characteristics. Research conclusions & implications are strong theoretical base with digital media service players when they planning and designing their service structuring.

• The Journal of the Korean dental association
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• v.57 no.2
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• pp.52-63
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• 2019

Technological advances in contemporary medicine has discovered the causes of countless diseases and recorded a noticeable medical performance. As technology develops, the role of hospitals is expanding to include disease prevention of inpatients, on top of their fundamental role of treating diseases. Recently, hospitals are becoming more influential as they create environments to provide comfort and stability to patients. In this regard, contemporary hospitals are increasingly shifting their focus to create a patient-centric environment as well as develop into humanistic establishments. The same goes to dentists, as well. Since inpatients often have fear and frustration over treatment, hospitals should figure out the environmental factors that are more effective and relaxing for patients and design medical services to provide them. The patients' movement and spaces during their treatment were categorized by stages and collected for gazing information using eye tracking. It analyzed users' gaze information according to Heatmap analysis of distribution and frequency and was determined the presence or absence of stimuli on the components of space. This research is an advanced research to study and enhance treatment environment based on the analysis of patients' gazes. It attempted to create an opportunity to get closer to patient-centric environment by understanding the stimulants and obstacles and controlling the background settings.

• Korean Institute of Interior Design Journal
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• v.26 no.2
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• pp.22-32
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• 2017

This research is to analyze the spatial information search features which shown by Eye fixation and movement and conducted eye tracking experiment for targeting sports shop spatial images which it are same but looks different. This is able to find out the eye movement feature according to placement of goods from the eye movement and movement distance of spatial visitor, and the result can be defined as following. First, the whole original-reverse left / right images have a higher number of observations in the [IN] area than in the [OUT] area. This is because after eye taking high observations in LA area of [IN] have been jump-over [OUT], performed search activities in low eye fixation without high eye fixation. Second, there was a difference in the frequency of the observation data as the composition of the images changed. The original image has been often fixed the eyes in LA area, and the one that has been observed for a long time is reverse left / right image. Also, fixation point was shown higher at the reverse left / right image as jump-over from [OUT] area to [IN] area. If LA area seen as reverse left / right image, it is located in right-hand side. The case where the dominant area is on the right side has a characteristic that the eye fixation is longer. This can be understand that the arrangement of products for attract the customer's attention in the commercial space might be more effective when it is on the right side. Third, the moving distance(IN ${\rightarrow}$ OUT) of the sight pointed to external from LA area was long in the both original-reverse left / right images, but it is no relation with search direction([IN${\rightarrow}$OUT] [IN${\rightarrow}$OUT]) of the sight. In other words, the sight that entered in LA area can be seen as visual perception activity for re-searching after big jump-over, in the case go in to outward (OUT area) after searching for more than certain time. The fact that the moving distance of eye is relatively short in the [IN ${\rightarrow}$ OUT] process considered as that the gaze that stays outside the LA area naturally enters in to LA area.

• Korean Journal of Cognitive Science
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• v.35 no.3
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• pp.205-224
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• 2024

The reading processes of Chinese-Korean bilinguals, who have learned Korean as a foreign language, are expected to show different eye movement patterns compared to native Korean speakers. Moreover, these bilinguals may utilize knowledge similar to Chinese in processing Korean word meanings, especially for Sino-Korean words that share semantic relationships with Chinese, potentially processing them faster than native Korean words. This study observed whether Chinese-Korean bilinguals show the word frequency effect typically observed in Korean native speaker reading during Korean sentence reading. Additionally, eye-tracking experiments were conducted under conditions distinguishing between native Korean words and Sino-Korean words to investigate whether there is an advantage in processing Sino-Korean words. The results of the experiments showed that Chinese-Korean bilinguals did not show the same frequency effects as native Korean speakers, and they showed shorter response times in the Sino-Korean condition compared to the native Korean condition. Based on these findings, it is suggested that Chinese-Korean bilinguals, when learning Korean as a foreign language, employ strategies focused on meaning similarity akin to their native language vocabulary acquisition strategies, and they process Sino-Korean words faster than native Korean words, suggesting a potential advantage in learning and processing Sino-Korean vocabulary.

• Korean Journal of Cognitive Science
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• v.34 no.2
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• pp.67-84
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• 2023

In this study, Korean older adults (70-75 yrs) were divided into two groups according to the degree of reading exposure, and real-time data were collected through a reading eye movement tracking experiment. Then, overall reading patterns and word frequency ef ects were compared with two groups of older adults and younger adults (20-28 yrs). Furthermore, through the results of the eye movement tracking experiment of older adults with rich reading exposure and older adults with poor reading exposure, we tried to find out whether reading performance af ects not only changes in age but also reading exposure. As a result of the experiment, the older adults with poor reading exposure group generally had a longer fixation time and a shorter saccade than the younger adults group, and the older adults with rich reading exposure group showed the same reading patterns as the younger adults group. The word frequency ef ect was confirmed in all groups, and the fixation time was short in the order of older adults with rich reading exposure group and older adults with poor reading exposure group. In addition, an interaction ef ect was shown in the two elderly groups according to reading exposure, but no interaction could be confirmed in the dif erence between the younger adults group and the older adults with rich reading exposure group. This suggests the possibility that reading performance is not af ected by age itself, but by the reading experience of the elderly.