A technique that automatically adjusts a motion given to a projection target using a perceptual model is provided. A motion vector generation apparatus includes a first parameter generation unit that generates a first parameter that is a parameter for scaling a motion vector based on a perceptual difference between a projection result reproduction image which is an image that is obtained when a projection target onto which a projection image obtained based on the motion vector has been projected is photographed and a warped image which is an image generated by distorting an image obtained when the projection target is photographed by a perceptual amount of motion perceived when the projection result reproduction image is viewed, and a motion vector reduction unit that scales the motion vector using the first parameter.