Gaze distribution of an observer while imagining wearing clothing portrayed in an advertisement and predicting the impression on others


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[Abstract]
Observers using image-sharing social networking services often imagine wearing the clothing portrayed in advertising images and predict the impression on others. It is likely that an observer's gaze is drawn to specific body parts of the person shown wearing the clothes, and as such, the specific body parts that are focused on by the observer could provide cues regarding impression prediction. Although previous analytical studies have investigated the role of gaze distribution in evaluating the subject attractiveness, no studies have examined the gaze of observers while they imagined wearing clothes and predicted the impression on others. In this paper, we measured the gaze distribution while observers imagined wearing a portrayed subject's clothing and predicted the impression on others. We further investigated the degree to which an observer's gaze was focused on each subject's body part according to the characteristics of the gaze distribution. The experimental results showed that, in the case of an image taken from head to toe, the observer's gaze tended to be focused most on the subject's chest, followed by the head. In the case of images taken with the head occluded, the observer's gaze tended to focus most on the subject's chest, followed by the stomach.
[Publications]



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