Earticle

본 연구는 기존의 소비자들의 정보처리과정에서의 연구가 인지적 관점에 초점을 두어서 진행한 연구결과였다면 본 연구는 시선을 중심으로 행동적 관점에서의 연구 결과라는 데에 그 의미가 있다. 연구는 확장된 브랜드 정보에 대한 지각적 평가에 연구의 초점을 두었다. 연구결과를 요약하면 먼저 피 실험자들에게 브랜드 확장 상황에서 확장된 브랜드에 대한 정보가 담겨진 시각적, 언어적으로 구성된 광고 자극물을 제시 하였을 경우에, 피 실험자들은 언어적 요소에 많은 시선적 정보처리를 하는 것으로 나타났다. 이러한 결과는 Rayner(2001)의 연구를 브랜드 확장상황 하에서도 적용할 수 있다는 것을 보여 준 결과라고 할 수 있다. 두 번째 분석으로는 브랜드 확장의 상황을 다중 차원으로 구분하여 살펴보았다. 즉, 제품 컨셉을 쾌락적 컨셉제품과 효용적 컨셉 제품을 각각 구분하고 이러한 구분을 바탕으로 원 브랜드 제품과 확장된 제품 간의 2X2로 확장한 상황 하에서 소비자들이 해당 광고 자극물에 대하여 어떻게 시각적 요소와 언어적 요소에 대하여 시각적 정보를 처리하는가를 분석하였다. 그 결과, 시각적 요소의 경우에는 두 컨셉 간의 상호작용효과는 나타나지 않으며 주효과만 나타났으며, 언어적 요소는 두 효과가 공통적으로 나타나는 것으로 밝혀졌다. 따라서 언어적 요소에 대해서는 확장 컨셉의 제품이 효용적인 제품군인 경우에 더 많은 시선적 정보처리를 하는 것으로 나타나며, 시각적 요소의 경우에는 통계적으로 유의하지 않은 것으로 나타난다.

Most previous researches focus on the view of cogntive information processing approaches based on experiment design while the study adopts behavioral information approach based on eye movement. The visual and verbal element of advertising message toward consumer's attitude of brand extension is illuminated on this research adopting eye tracker. For the purpose of detecting this modality effect, visual and verbal, under the context of brand extension, two experimental analysis is proceeded. In summary, the result shows message element is predominant to the visual element on the context of brand extension. This results is on the similar vein of Rayner(2001)’s goal oriented information process and also confirm that it can apply to the area of study of brand extension. For validating the second hypothesis, multiply mixed brand extension situation, the products are categorized as hedonic and utilitarian value oriented products. In order to verify the second hypothesis, 2X2 product categories are employed. The results show that consumers pay more attention on verbal element than verbal element under the context of cross product concept brand extension. These results confirm that they cast their eye fixation on the message element longer under the cross product concept extension.

We are living in a hypercompetitive market. Therefore, companies running online shopping malls must muster their wisdom to make online shopping websites one of their strategic assets. To meet this objective, companies should understand online consumers’ cognitive styles, and then design their online websites according to the styles. In this sense, we focus on two cognitive styles such as systematic type and intuitive type. The former means that consumers may pay more attention to reasonable statements about target product before making decisions, while the latter indicates that consumers may react more sensitively to intuitive information such as images and abstract conjecture. For the sake of novel approach to conducting experiments, we adopted an eye-tracking approach which we believe is more reliable in providing relevant information capable of answering our research questions. For the utilitarian product like notebook computer, systematic type users may show higher TFD (Total Fixation Duration) and FC (Fixation Count) to consumer reviews than intuitive type users. Also, intuitive type users may be more sensitive to special purchase opportunity-giving events information with higher TFD and FC than systematic type users. Through our experiments with an eye-tracking method, we could conclude that a strategic redesign of the online shopping websites is necessary where consumers' cognitive styles need to be significantly considered.

It is widely known that consumers' cognitive styles lead to making online shopping behavior react quite differently to various types of information on the online shopping websites. However, empirical results proving such premise from the perspective of eye-tracking are rare in literature. In this sense, this paper deals with two types of consumers’ cognitive styles- field-dependent and field-independent. Field-dependent users tend to follow other people's opinion, while field-independent users show maverick style of making decisions, trying not to be influenced by others. To add rigor to our empirical results, we analyzed users' eye-movements in response to information on the online shopping websites. Empirical results obtained from eye-tracking analysis revealed very robust and promising results. For a utilitarian product like notebook computer, the field-independent users showed higher TFD (Total Fixation Duration) and FC (Fixation Count) to product description information and product image information than the field-dependent users. For a hedonic product like perfume, field-independent users showed higher TFD and FC to product description and product image information than field-dependent users. As expected, field-dependent users showed higher TFD and FC to consumer review information than field-independent users. In this way, it is quite clear that the physiological information obtained from analysis of the eye-tracking data reveals more reliable and unique description of possible influences that consumers' cognitive styles may have on their online shopping behavior.

This study aims to seek optimal combination of advertising copies and images to maximize advertising effects on customers. To check how much our proposed method has impacts on customers, we adopted a physiological technique like eye-tracking method to secure more object analysis of the customers' response to the advertising copies and images that we have designed for this study. Exhaustive literature survey exhibits that there are no studies seeking appropriate combination of advertising copies and images so that customers may respond in a physiologically positive way. For this purpose, we organized heterogeneous stimuli and homogeneous stimuli to make appropriate stimuli, where heterogeneous stimuli consist of either emotional copies and rational images, or rational copies and emotional images. Homogeneous stimuli are designed to consist of either emotional copies and emotional images, or rational copies and rational images. 80 respondents were invited to our experiments, and their physiological responses were measured in a form of cognitive load and need-for-cognition. Eye-tracking methods were used to induce fixation length data from the analysis of participants’ eye-movement with the stimuli. Participant’s cognitive load increased more when they were exposed to heterogeneous stimuli, while participant’s fixation length changed significantly only when there exists interaction effect between cognitive load and need-for-cognition in response to the stimuli.

Syntactic facilitate effects have been observed with a stimulus on subsequent processing of the same or related structure in numerous studies. The current study aims to investigate how ESL university students undergo the syntactic process of English dative structures, double object datives(DO) and prepositional datives(PD) through eye-tracking approach. Applying syntactic priming to sentence comprehension paradigm, the eye-tracking data have been examined by comparing the structure-matching and structure-mismatching condition between priming stimuli and subsequent target sentences. Sixty four Korean EFL learners with English proficiency at a high intermediate level participated. The results showed that more robust effects have been observed in PD than in DO. With regard to the sentence components, the main effects occurred mainly in critical AOIs, NP2 and NP3 areas.

언어 처리 과정에서 선행되는 발화에서 처리된 문장의 문장구조가 다음 발화에서 처리 과정을 촉진하는 현상은 구문 촉진 효과에 해당한다. 언어처리자의 인지 과정은 간접적으로 측정되어 오고 있다. 특히 구문 촉진 효과에 대해서도 오류를 유도하는 오프라인 테스트 방식, 실시간 처리 속도 측정등의 방법으로 꾸준히 고찰되어 오고 있다. 본 연구는 동일한 의미가 표현되지만 어순 교체가 자유로워 두 개의 문장구조로 실현될 수 있는 한국어 여격 구문을 목표구조로 선정하였다. 이에 대해서 선행하는 문장을 읽고, 후행하는 문장을 읽을 때, 문장구조가 동일한 구조 일치조건과 선행 제시구문과 후행 목표문장의 구조가 다른 구조 불일치조건에서 언어처리 촉진 효과와 차이가 있는지를 시선추적 방식을 적용하여 고찰해 보았다. 결과분석은 시선처리가 보여주는 고정횟수 정보에 해당하는 시선 고정횟수, 회귀 고정횟수와 읽기 시간 정보에 해당하는 첫 읽기 시간, 두 번째 읽기 시간, 총 읽기 시간의 정보를 구조 일치와 불일치의 두 조건에서 비교 및 분석하였다. 또한, 문장 단위, 여격어 영역, 대격어 영역의 관심 영역별로 분석을 해 보였다. 그 결과 전형적인 어순의 여격-대격 여격 구문과 비전형적 어순의 대격-여격 구문에서 모두 구조 일치 조건에서 언어처리가 촉진되는 현상을 공히 고찰 할 수 있었다. 영역별로는 주어 영역에서 가장 유의미한 촉진 효과가 나타났고, 여격어 영역 보다는 대격어 영역에서 유의미한 효과가 고찰되었다. 시선 처리연구에서 유의미하게 고찰할 수 있는 회귀현상에서는 여격어 영역과 대격어 영역의 결과에서 차이를 보이는 현상이 나타났다. 즉, 회귀 고정횟수 부분에서 여격어 [-에게] 영역에서는 유의미한 수준으로 감소하지 않았지만, 대격 [-을/를] 영역에서는 유의미한 수준으로 감소하는 뚜렷한 촉진 효과가 나타난 점이다. 이와 같이 전형적인 어순의 한국어 여격 구문의 구문처리에서 여격어 [-에서] 영역보다는 대격어 [-을/를] 영역의 언어처리 촉진 효과가 두드러지게 고찰된 점은 언어처리자에게 해당 영역에서 구문처리에 드는 노력이 많이 감소한 것으로 해석될 수 있다. 이런 현상은 한국어를 모국어로 구사하는 언어처리자에게 전형적인 어순의 구문이 비전형적인 어순의 구문에서보다 유연하게 작용함을 보이는 현상으로 해석될 수 있다.

In the language processing process, the phenomenon, where the sentence structure processed in the preceding utterance, facilitates the processing in the subsequent utterance that corresponds to the syntactic priming effect. In earlier studies, the cognitive processes of language processors had been indirectly measured, such as error-inducing offline testing and real-time processing speed measurement. As the technology has developed, siginificantly, various methodologies have been employed to investigate language proccessing phenomena. However, this study has employed the eye-tracking approach as an effort to delve deeper into the language processing phenomenon especially in relation to the language facilitation effects. It accomplished this by selecting its target structure, the Korean genitive construction, which can be realized with two sentence structures while expressing the same meaning but allowing for free word order (dative-accusative and accusative-dative construction). In this regard, we examined whether there is a difference in the facilitation effect in language processing between the condition of identical structure (structure match condition); and the condition of different structures between the preceding presented sentence and the subsequent target sentence (structure mismatch condition), using eye-tracking methodology. Thirty-five university students of Korean native speakers participated in the experiment. Interestingly, the results analysis: compared and analyzed information related to fixation counts, regression counts, first reading time, second reading time, and total reading time, which corresponds to gaze fixation information and reading time information. Additionally, the analysis was conducted each areas of iterest(AOI), areas of sentence level, accusative noun, and dative noun. The results showed overall facilitative effects in both DAT-ACC order and ACC-DAT order of Korean dative structures. Fixation counts and reading time have been reduced in the matched condition. Comparing the AOIs(subject, dative, and accusative noun) in two types of Korean dative structure, there was a similar pattern in sentence level and subject noun area, but a different tendency was observed in the critical areas of contributing word-order such as dative and accusative noun. The more salient facilitative effects have been found in ACC-DAT dative structure rather than in DAT-ACC dative structure. In summary, the results indicate that native speakers of Korean showed more faciliatative effects on canonical order in Korean dative structure. Based on the results obtained through this study, it is hoped that it can be applied as a resource for the development of measurement tools for second language acquisition and language therapy.

This study investigates how Korean native speakers learning English process two types of dative structures in Korean (L1) and English (L2), utilizing an eye-tracking approach. A total of 35 participants engaged in the experiment, focusing on Korean's canonical order [DAT-ACC] and scrambled order [ACC-DAT], as well as English's double object and prepositional dative structures. Eye-tracking data across four areas of interest (AOIs) - subject, verb, dative noun, and accusative noun - were analyzed. The results indicated significant differences in the accusative noun area in Korean, with fewer fixations and regressions in the DAT-ACC structure compared to ACC-DAT, implying reduced cognitive effort. In contrast, in English, the dative noun area was critical, with prepositional dative structures showing fewer cognitive efforts, evidenced by reduced fixation counts, regressions, and reading times compared to double object dative structures.

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Eye-tracking approach allows us to collect and analyze data for a wide range of measures of eye-movements, to relate these to language processing, and to have insight of language processing (Conklin, Pellicer-Sanchez, and Carrol, 2018). The current study aims to investigate how ESL university students process the sentences with complex noun phrases modified by relative clauses. Two types of sentences with complex noun phrases were examined: complex noun phrases modified by relative clauses located in a sentence subject (syntactic-based processing) and those located in a sentence object (semantic-based processing). In total, 32 EFL university students participated in this study. Fixation count, regression rate, first reading time, and total reading time of areas of interest were examined. The eye-tracking results showed that the participants showed significantly higher regression rates on noun 2 than noun 1 in both types of complex noun phrases. In terms of verb selection, however, the results showed contrasting aspects : noun 1(verb 1 selection) preference in syntactic-based processing whereas noun 2(verb 2 selection) preference in semantic-based processing,

Hyunjin Kim & Seung Hae Kang. 2017. Understanding Korean Grammar of English-Speaking Beginners Through Eye-tracking Approach -Focused on Presentational Methods of Grammar-. Journal of Korean Language Education 28-4: 39-62. This study is to examine grammar understanding with beginner English speakers according to presentational methods of grammatical content. 18 English-speaking Korean beginners were randomly assigned and divided into two groups. We first examined if there was a statistically significant difference between the two groups in grammar comprehension with and without illustrations. It was found that the group given the presentation illustrations showed greater understanding than the group without them. Second, no statistically significant difference in grammar understanding was found between the groups with and without materials marked for their awareness. Third, no statistically significant difference was found between the groups with the order of presenting content elements related to grammatical items. This study is to affirm the importance of illustrations as a component of Korean textbooks. (Ewha Womans University, Yonsei University)

This paper investigates the way adult L2 learners of English resolve relative clause attachment ambiguities in sentences such as The man saw the secretary of the professor who was reading a letter. Advanced L2 learners of English with Korean L1 participated in a set of disambiguation and eye tracking tasks. In the experiment 1 where the response times were measured in the visually given stimuli, their performances showed NP1 preference over NP2 in the ambiguity resolution process indicating an influence from L1. Also, prosodic variation was found to play an important role in the disambiguation preferences of the Korean L2 learners of English. In the experiment 2 where the stimuli were auditorily given in non-default prosody, they did not show a strong NP1 preference over NP2 as they did in the experiment 1. These results suggest that relative clause disambiguation processing may be less affected by exposure to English and be more affected by L1 and prosodic variation factors among advanced Korean learners of English.

Task commitment is very important in scientific problem solving for keep doing the task as problem solving process. However, research of task commitment little has been done as compared with recognition of importance. Furthermore the study on attention is an important factor of task commitment has been done more restrictedly due to absence of measurement method. In recently, eye tracker could help solve these problem by quantitative measurement. Therefore, the purpose of this study was established an investigation of attention patten during scientific problem solving by using eye tracker. Researchers tracked and analyzed the eye movements of 23 secondary student and make the cluster according to attention shifting using cluster analysis. According to the results of this study, the ageing effect of eye movement between the middle school students and the high school students was not statistically significant. The result of cluster analysis to categorize groups by attention pattern split participants into three major clusters. The mean values of the eye movement rate of each cluster was identified statistically significant difference by ANOVA. Therefore, types of attention and attention shifting could be verified by eye tracking, and attention shifting had negative effects on attention to elements that high related with task. Consequently, identifying the type of attention by using eye tracker could be possible, and based on these typical feature, the eye tracking method which is able to measure task commitment ability quantitatively is expected.

최근 마케팅에서 널리 사용되고 있는 시네마그래프는 사진과 동영상의 중간 단계로써 사진의 일부분이 반복 재생되는데 이 움직이는 애니메이션은 사람들에게 시각적 주의를 끌고 구매의도를 높여 주는 것으로 알려져 있다. 본 연구에서는 온라인 쇼핑몰 상품 상세 페이지에 CG형태로 적용된 시네마그래프가 기존 정지 이미지와 비교하여 기존 시네마그래프 연구와 마찬가지로 시각적 주의와 구매의도에 영향을 미치는지 알아보고자 한다. 이를 위해 2015년 오픈마켓에서 상위 매출을 기록했던 에어컨, 세탁기, 냉장고 상품을 샘플로 선정하여 각 상품의 이미지를 시네마그래프 형태와 정지 이미지 형태로 각 각 제작하고, 실험 참가자 32명에게 노출시켰다. 실험은 Tobii x120 아이트래커를 사용하여 상품 상세페이지의 이미지 영역과 상품 보조 설명 영역을 각 각 AOI(Area of Interest)로 설정하여 실험 참가자들이 어떤 영역을 얼마나 오랫동안 주시하는지에 대한 시각적 주의를 살펴보았으며 설문조사를 통해 해당 상품에 대한 구매의도를 함께 측정하였다. 또한 통계적으로 유의한지를 살펴보기 위해 MANOVA(Multivariate analysis of variance)와 t검정을 사용하여 검증하였다. 연구 결과, CG형 시네마그래프가 적용된 상품 상세 페이지를 보았던 실험 참가자는 정지 이미지를 본 실험 참가자보다 상품 상세 페이지의 이미지 영역에서 응시시간이 더 길었으며 구매의도도 높은것으로 조사되었다.

Cinemagraphs that are widely used in the field of marketing are a new type of image which can give viewers visual attention and increase purchase intension by playing the part of the image repeatedly as an animation. This research examines the differences between the effects of Cinemagraph of CG style on visual attention and purchase intention compared to existing still-image in order to confirm that the existing studies of Cinemagraph and similar results can be derived. For the purpose of this research, we selected high sales Air Conditioner, Washing Machine, and Refrigerator on the open market in 2015 as samples and exposed an image of each product that is made of Cinemagraph and still-image to 32 subjects. We set the image and explanation of the detailed product page as each AOI (Area of Interest) by using Tobii x120 eye-tracker, measured the visual attention i.e. how long the subjects keep their eye on each one of the two parts, and checked their purchase intention of the related product through conducting a survey as well. Also, through T-test and MANOVA (Multivariate analysis of variance), we verified that this study is relevant statistically. The results show that the subject who saw Cinemagraph page of products took longer time to gaze at the image part of that page than the opposite subject and we got to know that they had stronger purchase intention.

Eye-tracking technology has become an valuable tool in consumer research, allowing for the quantification of visual attention and the analysis of unconscious cognitive responses. In the fashion and apparel field-where visual judgment is critical-eye-tracking provides an objective alternative to traditional self-report methods by capturing actual gaze behavior. This study aims to explore research trends in eye-tracking applications within the fashion, clothing, and textile sectors through a topic modeling analysis of scholarly articles published from 2000 to 2022. We collected a total of 70 articles (34 domestic and 36 international) from major academic databases, extracting keywords from abstracts for Latent Dirichlet Allocation (LDA) topic modeling using NetMiner 4.4. The results indicate that domestic studies primarily focused on consumer attention towards advertising, design perception, and retail display environments, with limited incorporation of emotional or behavioral interpretations. In contrast, international studies addressed a wider array of topics, including body image, gender representation, digital shopping behavior, user interface design, and emotional responses, often integrating eye-tracking data with other physiological or behavioral metrics. These findings reveal a disparity in the depth and breadth of eye-tracking research between domestic and international contexts.

This study explores the neural bases of phonological onset competition driven by phonological similarity by using eye tracking and ERP methods. In both experiments, Korean learners of English were asked to conduct visual search of an English target word while they were presented with an audio stimulus of the target word along with a pictorial display of the target word, an onset competitor, and two phonologically and semantically unrelated objects. In the eye tracking experiment with twenty-two participants, they showed increased looks to the onset competitor compared to phonologically and semantically unrelated objects. This result indicates that lexical items with phonological similarity are associated with each other in the mental lexicon of L2 speakers as assumed in the usage-based approach to mental lexicon. In the ERP experiment with nineteen participants, both left IFG and left STG turned out to be significantly activated in order to process phonological competition.