| Abstract |
| The present study used one of research techniques which is eye gaze tracking for neuromarketing. When pupil`s size of men dilated over than three sigma (0.135%), the interest and eye movement in observation were measured. According to statistical analysis of previous studies, three sigma range is meaningful therefore sigma range was used as operational definition because `pupil dilatation` is difficult to be define in eye gaze tracking data. Pictures of basketball games were selected as visual stimuli and 90% effective ratio of total 7,200 data were calculated. Thus, 29 of 34 participants were used for test. Pupil`s size was calculated by applying pupil`s width and height into a formular; [Pupil`s size = Pupil width/2 × Pupil height/2 × π]. In conclusion, billboard utilized for sports marketing had meaningless effects because gaze frequency to basketball player and surrounding environment was higher than that to billboard when participantsas game spectators diltaed their pupil`s size over than three sigma. Thus, it was required using new marketing strategies like neuromarketing to increase utility through the present study. |
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| Key Words |
| 동공크기, 시선추적, 뉴로스포츠 마케팅, 3시그마, Pupil`s Size, Eye-tracking, Neuro-sports Marketing, Three Sigma |
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