AN ANALYSIS OF THE EFFECT OF GAZE BIAS TOWARD SHOP FACADE ON PREFERENCE JUDGEMENT

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  • 店舗ファサードに対する視線の偏りが選好判断に与える影響分析

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<p>In this study, it was hypothesized that unintentional gaze bias toward shop facades would affect preference judgments, and this hypothesis was verified in a laboratory experiment. The preference for shops to which one’s gaze is directed is increased during the walking shop street. It has been shown that gaze bias is unintentionally directed toward the target that is to be preferred just previous to the preference judgment, and it has been suggested that such unintentional gaze bias may increase the preference for the target. In this study, it was examined whether the gaze is unintentionally biased toward the preferred shop facade image just previous to the judgment of preference and the effects of unintentional gaze bias towards the shop facade image that is to be preferred on shop facade preference were investigated based on a two-alternative forced-choice task. The results shows that gazes were unintentionally biased toward the shop facade images that were judged to be preferable just previous to the judgment of preference, and that unintentional gaze bias increased the confidence of preference judgments.</p>

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