Investigations of cognitive brain functions based on eye-tracking

Abstract

The main purpose of this study is to investigate the cognitive brain functions based on eye-tracking mainly. With this investigation, we approach the problem as a data analysis problem, rather than as a general behavior experiment based on questionnaire, and aimed to detect a new relation between the behavior of eye movement and the cognitive response. These results can be applied to market research or product planning in the field of marketing. To find the optimal solution of marketer’s view point, dealing with the two kinds item simultaneously is necessary to understand consumers’ preference accurately. In empathy induction research, viewers spend more time to the area which was important for storytelling and empathized character of narrative plot. The Induced Empathy Score (IES) had a close relationship with subsequent attentional processing (total fixation length for gaze duration). This supports that the top-down process (story plot) is more important than the bottom-up process (drawing style) in empathy induction when viewing cartoons. In nonverbal language of contextual cognition research, we concluded that the fixation length has a high correlation with the viewers understand and interest. To support the 24-hour daily cycle analysis of eye movements, there would need more portable devices and data-storing environment.