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This study investigated music video viewers' characteristics and their preference evaluation criteria. We had detailed interviews based on the evaluation grid method with ten participants. All participants watch music videos frequently. Our participants could be divided into following two types: (1) Singer-based type viewers: they emphasized the importance of the singer(s) singing the song in their preference evaluation criteria. (2) Image-based type viewers: they insisted that the images were the high-priority parameters in their preference evaluation. It is noteworthy that their preference criteria and viewing style were affected by whether they prefer Japanese or English songs.

Music Video Viewers’ Preference Evaluation Criteria and Their Characteristics