TY - CHAP
T1 - Measurements and Evaluations of Kawaii Products by Eye Tracking
AU - Laohakangvalvit, Tipporn
AU - Iida, Ikumi
AU - Charoenpit, Saromporn
AU - Ohkura, Michiko
N1 - Funding Information:
Part of this work was supported by Grant-in-Aid Scientific Research Number 26280104. We thank José Estevão Pinto de Oliveira and Juliene Ivy Figueiredo Moreira for the original illustrations. We also thank the Koto-ku Silver Human Resources Center and the students of Shibaura Institute of Technology for their participation.
Publisher Copyright:
© 2019, Springer Nature Singapore Pte Ltd.
PY - 2019
Y1 - 2019
N2 - Affective values are critical factors for manufacturing in Japan. Kawaii, which is a positive adjective that denotes such positive meanings as cute or lovable, becomes even more important as an affective value (Chap. 1). Some research has evaluated kawaii feelings by various biological signals. However, since no detailed eye tracking has been conducted yet, we employed it to identify the relationship between kawaii feelings and eye movements. We previously performed an experiment on preferences in which participants chose their favorite kawaii illustrations from six choices. However, we could not perform detailed analysis due to the complexity of the eye movements and the calibration-free data. Therefore, we improved our experiment method by randomly showing only two illustrations at a time from the six choices. From our analyzed results, we clarified the relationship between kawaii feelings and eye movements and identified two new indexes.
AB - Affective values are critical factors for manufacturing in Japan. Kawaii, which is a positive adjective that denotes such positive meanings as cute or lovable, becomes even more important as an affective value (Chap. 1). Some research has evaluated kawaii feelings by various biological signals. However, since no detailed eye tracking has been conducted yet, we employed it to identify the relationship between kawaii feelings and eye movements. We previously performed an experiment on preferences in which participants chose their favorite kawaii illustrations from six choices. However, we could not perform detailed analysis due to the complexity of the eye movements and the calibration-free data. Therefore, we improved our experiment method by randomly showing only two illustrations at a time from the six choices. From our analyzed results, we clarified the relationship between kawaii feelings and eye movements and identified two new indexes.
KW - Affective value
KW - Eye tracking
KW - Kawaii feeling
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U2 - 10.1007/978-981-13-7964-2_6
DO - 10.1007/978-981-13-7964-2_6
M3 - Chapter
AN - SCOPUS:85069481196
T3 - Springer Series on Cultural Computing
SP - 125
EP - 140
BT - Springer Series on Cultural Computing
PB - Springer
ER -