Conference Papers Year : 2022

Examining the Effective of Web Advertising on Pupil Size

Ryuta Yamashita
  • Function : Author
  • PersonId : 1335802
Naoki Sawada
  • Function : Author

Abstract

The purpose of this study is to estimate the emotions that users experience when they see advertisements displayed by websites. It is possible to pro-vide users with the products and services they want by displaying web advertisements appropriately. This is a desirable situation for companies, users, and websites. We thought that users would have a physical reaction when they viewed a website. We especially focused on change of pupil size. In our experiment, the subjects were presented several types of web advertisements.The types of web ads presented are: 3 types of ads display methods (banner-ad, front-ad, Click-ignore ad), 2 types of advertising images (positive and negative), for a total of 6 combinations.We found a characteristic response of pupil size by ads types by use of golden cross and dead cross analysis. And we show possibility of estimating emotion by pupil size.
Fichier principal
Vignette du fichier
515834_1_En_8_Chapter.pdf (1.18 Mo) Télécharger le fichier
Origin Files produced by the author(s)

Dates and versions

hal-04395456 , version 1 (15-01-2024)

Licence

Identifiers

Cite

Ryuta Yamashita, Tadaaki Shimizu, Natsuki Yoshinaka, Rintaro Kataoka, Naoki Sawada. Examining the Effective of Web Advertising on Pupil Size. 15th IFIP International Conference on Human Choice and Computers (HCC), Sep 2022, Tokyo, Japan. pp.86-99, ⟨10.1007/978-3-031-15688-5_8⟩. ⟨hal-04395456⟩
26 View
2 Download

Altmetric

Share

More