Abstract
ABSTRACT The purpose of this study was two-fold: (1) to integrate Eye Tracking (ET) into a Visual Merchandising (VM) class and (2) to examine if the use of ET would benefit student learning of VM concepts and applications based on Bloom’s Taxonomy of Educational Objectives (BTEO). Two introductory VM courses were used as the experimental and control groups for this study. The results show that the use of ET allowed students to connect multiple knowledge and cognition domains of BTEO and logically solve higher-level problems in VM, specifically the metacognitive domain. The experimental group was able to create more focused and engaging displays than the control group. Additionally, responses regarding course satisfaction and use of ET from students were overwhelmingly positive, showing the significant impact ET had in the VM course.
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