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Pupillometrie

auge3Messung des Involvements

Das von uns eingesetzte Verfahren der Pupillometrie macht sich den Umstand zunutze, dass Pupillen nicht nur auf Licht sondern auch auf mentale sowie emotionale Prozesse reagieren. Damit lässt sich die Werbewirkung sowie Produktwirkung verschiedener Vorschläge objektiv vergleichen.

Bereits 1977 kam Hess in seinen Experimenten zu interessanten Schlussfolgerungen: „Einfach ausgedrückt heißt das, dass die anfänglichen Ergebnisse dahingehend hinzudeuten schienen, dass beim Menschen die Pupillen größer werden, wenn er etwas sieht, das er mag, das ihn anspricht oder interessiert. Ist der Gegenstand der Betrachtung jedoch abstoßend oder negativ, werden die Pupillen kleiner“

Mit Hilfe einer speziellen Eye-Tracking Brille sowie Software können wir die Größenveränderung der Pupille genau messen. Im Zusammenhang mit mentaler Beanspruchung reagiert die Pupille dabei sehr schnell, mit einer Reaktionszeit von nur 100-200 ms. Die Steuerung der Pupillenweite erfolgt in einem geschlossenen Regelsystem, dabei kann sich der Durchmesser der Pupille von ca. 2-8 mm bewegen.

Die Versuchssituation ist bei unseren Versuchen für die Testpersonen natürlich und angenehm. Unser Verfahren ist dabei flexibel im Labor oder am Point of Sale einsetzbar.

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