THE METHODOLOGY OF STUDYING VIEWERS’ PERCEPTION OF AN ANIMATED CHARACTER USING PSYCHOPHYSIOLOGICAL APPROACHES

서지정보

ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC) ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Natalia V. Galkina, Anna A. Naumova, Marina Y. Sheresheva

영어 초록

Introduction
The article presents a technique for studying the perception of images of animated characters based on the application of psychophysiological methods of recording data in combination with classical sociological methods. The theoretical justification of the EEG, GSR, PPG and video-oculography methods application in testing affective stimuli is provided. The applications of the technique at various stages of creating animated characters are presented. The main advantages of the technique are noted: the ability to work with a target audience starting from the age of 3 years old and the recording of physiological data directly while viewing a stimulus material. One of the most topical objectives for the authors of animation films is the creation of animated characters, which elicits viewers’ sympathy, influences general perception of the movie and affects its distribution and final box office. The methodology that allows to study a perception of characters at different stages of its creation, from conception to final embodiment, will help authors to make changes and adjustments before moving to another technological stage, which will reduce production costs and more accurately meet the needs of the audience. The advantage of the proposed methodology on the one hand, is the efficiency of working with child audience, which is the most difficult in terms of obtaining valid information. On the other hand, it is the possibility of obtaining data directly during the perception of stimuli, which is impossible while using sociological methods.
Theoretical development
The EEG method is an integral component of classical neuromarketing studies of perception of audiovisual materials, allowing assessing the attractiveness and motivational component in the choice situation. A significant number of scientific publications demonstrate the correlation between the arousal of positive emotions and the activation of the left hemisphere. This is determined by the lower power of the alpha rhythm in the left frontal lobe as compared to the right one. While a person experiences negative emotion, the right frontal lobe is more active, thus, the alpha rhythm power is lower there (Rusalov, 1988, 1999; Aftanas, 2000; Vecchiato, et al. 2011; Ravaja, 2013, Harmon-Jones, et al. 2009). In our methodology the stimuli attractiveness index is calculated based on the EEG data. The high index scores are associated with positive emotions and the interest to object; low scores are associated with negative feelings and indifference. Changes in the indicators of the vegetative nervous system activity are strongly connected to an emotional manifestation; these changes are caused by anatomical and physiological conditions. Numerous studies have demonstrated that a decrease in the amplitude of the plethysmogram is observed when a person experiences negative emotions. On the contrary, an increase in the amplitude is observed during positive emotions experience (Sylvia, et al, 2008; Kreibig, et al., 2007). The emotional involvement indicator refers to the power of emotional inclusion when viewing a character. It is calculated by the registration of vegetative indices related to emotions (EDA, plethysmogram, breathing). Interest is a cognitive need to learn about what is happening on the screen; it reflects the direct interest in visual information. The understanding of interest is mostly based on the psychological researches (Izard, 1999; Silvia, 2006), however, the intensity of the parameter can correlate with objective physiological indicators based on oculomotor activity. The process of the characters’ image scanning is accompanied by the distribution of attention to individual areas of interest (Jenkin, 2001). In this methodology we allocated the areas of interest according to a different character or a separate element of the visual image of the hero.
Research design
The method is based on a complex approach combining neurophysiological methods of recording physiological reactions while the demonstration of animated characters’ images in combination with sociological research methods used after the stimuli demonstration. The developed technique allows the use of any audiovisual materials created at different stages of work on a character as stimuli (design of character, design of character accessories, character model in static in 2D or 3D, technological test from 10 to 30 seconds). The data was recorded via the high-speed remote binocular eye-tracking system RED250, the professional computer polygraph (PCP) “Energia” and the electroencephalograph B-AlertX24.
Result and conclusion
20 images of animated movie characters were tested on 150 respondents during the research (a child audience of animated films and an adult audience with children aged 3-8 years, who make the decision to choose an animated film). A restriction for the EEG method has been found in working with children under 7 years old. At this age the analyzed rhythms are slowed down and not completely formed. The analysis of this group of respondents was focused on vegetative indices. The predicting method of perception of animated characters’ images allows us to define the evaluation parameters of the image of the animated character in terms of attractiveness, emotional involvement and interest. The methodology will be further developed and will include a differential analysis of emotional reactions by virtue of the electroencephalography method in response to the presentation of characters or video samples. The commercial use of the technique is planned for the purpose of testing characters at all stages of animation film production.

참고 자료

없음