早稲田大学 現代政治経済研究所 Waseda Institute of Political Economy
抄録
This study focuses on energy labels, which are set to be displayed mandatorily in Japanese real estate
advertisements soon. In this study, we conducted eye-tracking experiments to identify effective design
elements for energy labels. The novelty of this study lies in the fact that we not only collected data on
reaction times and areas of interest (AOIs) using eye tracking, but also conducted a panel analysis
controlling for individual effects by adding data from a questionnaire survey conducted after the
experiment. Our findings verified that the display of energy labels in real estate advertisements is likely
to lead to improved consumer understanding of energy conservation standards as learning effects. This
suggests rehearsal effects that invited availability heuristics by appearing repeatedly. Moreover, the
results of the panel analysis suggest that design of energy labels are important on reaction time and
number of round trips between the AOIs. We compared the two label designs in the experiment, the
information in the European Union energy label was difficult to read and judge intuitively, and can
conclude the rating scale label was more suitable for advertising and readers in Japan. As energy labels
help with increased consumer awareness regarding energy standards of dwellings and energy saving,
an early start to labeling is recommended.
Measuring the Response to Housing Energy Labels in Japan by Using an Eye-Tracking Experiment.
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EC-PR-FUJISAWA-M-E2203-23p.pdf
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