Key Points
We measure observers' gaze while they imagine wearing clothing shown in an advertisement and predict the impression they would make on others. We investigate which body parts attract their gaze in images with the head visible and with the head hidden.
Abstract
When you see clothing in an advertisement on social media, you may imagine wearing it and wonder what impression you would make on other people. Where do you look in the image while thinking about this? We investigated viewers' gaze as they imagined wearing the advertised clothing and predicted the impression they would make.
We measured participants' gaze while they viewed the images and recorded which locations they looked at. We then compared how strongly their gaze concentrated on body regions such as the head, chest, and stomach. The task was to consider the impression they themselves would make in the clothing, rather than to rate the attractiveness of the pictured person.
For images showing the person from head to toe, gaze tended to concentrate most on the chest, followed by the head. When the head was hidden, gaze concentrated most on the chest, followed by the stomach.
Publications
- Fuyuko Iwasaki, Michiko Inoue, Masashi Nishiyama,
Gaze distribution of an observer while imagining wearing clothing portrayed in an advertisement and predicting the impression on others, Proceedings of 26th International Conference on Human-Computer Interaction (HCII), vol. EPCE, pp. 34 - 47, July 2024. [Slides] - 岩崎 芙由子, 西山 正志, 岩井 儀雄,
全身画像や頭隠れ画像から受ける衣服印象に関する視線の時系列変化の調査,
HCGシンポジウム, B-5-4, pp. 1 - 6, December 2021. [最優秀インタラクティブ発表賞] [Short movie]
