Examining the Effective of Web Advertising on Pupil Size - Human Choice and Digital by Default: Autonomy vs Digital Determination Access content directly
Conference Papers Year : 2022

Examining the Effective of Web Advertising on Pupil Size

Ryuta Yamashita
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Naoki Sawada
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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.
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hal-04395456 , version 1 (15-01-2024)

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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⟩
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