Experiment Design and Analysis of Cross-Cultural Variation in Color Preferences Using Eye-Tracking

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

With the development of eye-tracking technology, existing studies verified the effect of culture on eye movements. However, the detail of how the different cultures, especially the different Asian cultures affect people’s color preferences about products by visual attention remains in black box. In this paper, we focus on the difference between Chinese and Japanese who have similar but different cultures and try to identify their difference in visual attention about color preferences when selecting goods by using eye-tracking. The finding proves that people with different Asians cultures have different viewing patterns when faced to select goods with different colors. The results also indicate that culture as a factor does affect to ones’ evaluation of products. The results can provide guidelines for products design or visual marketing management.

Original languageEnglish
Title of host publicationAdvanced Multimedia and Ubiquitous Engineering - MUE/FutureTech 2019
EditorsLaurence T. Yang, Fei Hao, Young-Sik Jeong, James J. Park
PublisherSpringer-Verlag
Pages44-49
Number of pages6
ISBN (Print)9789813292437
DOIs
Publication statusPublished - 2020 Jan 1
Event13th International Conference on Multimedia and Ubiquitous Engineering, MUE 2019 and 14th International Conference on Future Information Technology, Future Tech 2019 - Xian, China
Duration: 2019 Apr 242019 Apr 26

Publication series

NameLecture Notes in Electrical Engineering
Volume590
ISSN (Print)1876-1100
ISSN (Electronic)1876-1119

Conference

Conference13th International Conference on Multimedia and Ubiquitous Engineering, MUE 2019 and 14th International Conference on Future Information Technology, Future Tech 2019
CountryChina
CityXian
Period19/4/2419/4/26

Keywords

  • Color preferences
  • Cultural variation
  • Eye-movement analysis
  • Eye-tracking

ASJC Scopus subject areas

  • Industrial and Manufacturing Engineering

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  • Cite this

    Wu, B., Nishimura, S., Zhu, Y., & Jin, Q. (2020). Experiment Design and Analysis of Cross-Cultural Variation in Color Preferences Using Eye-Tracking. In L. T. Yang, F. Hao, Y-S. Jeong, & J. J. Park (Eds.), Advanced Multimedia and Ubiquitous Engineering - MUE/FutureTech 2019 (pp. 44-49). (Lecture Notes in Electrical Engineering; Vol. 590). Springer-Verlag. https://doi.org/10.1007/978-981-32-9244-4_6