To objectively and highly comprehensively detect significant investment behaviors in a decision maker, and to efficiently generate a proper explanatory variable in light of the investment behavior.SOLUTION: An investment behavior analysis assist device 100 is configured to include: a storage device 101 that stores time-series data on a viewpoint position in a prescribed investment decision maker, and information on a visual object existing in a prescribed area including the viewpoint position; and a computation device 104 that calculates a gazing time of each of the viewpoint position on the basis of the time-series data, determines an attention degree of the information on the visual object existing in the viewpoint position in accordance with at least a length of the gazing time, and generates an explanatory variable to be given to a reproduction tool of the investment behavior in the investment decision maker on the basis of information on the visual object selected based on a prescribed rule in accordance with a height of the attention degree.SELECTED DRAWING: Figure 1
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