The Use of Eye-Tracking to Explore the Relationship Between Consumers’ Gaze Behaviour and Their Choice Process

Abstract

Eye-tracking technology can assist researchers in understanding motivational decision-making and choice processes by analysing consumers’ gaze behaviour. Previous studies showed that attention is related to decision, as the preferred stimulus is generally the most observed and the last visited before a decision is made. In this work, the relationship between gaze behaviour and decision-making was explored using eye-tracking technology. Images of six wardrobes incorporating different sustainable design strategies were presented to 57 subjects, who were tasked with selecting the wardrobe they intended to keep the longest. The amount of time spent looking was higher when it was the chosen version. Detailed analyses of gaze plots and heat maps derived from eye-tracking records were employed to identify different patterns of gaze behaviour during the selection process. These patterns included alternating attention between a few versions or comparing them against a reference, allowing the identification of stimuli that initially piqued interest but were ultimately not chosen, as well as potential doubts in the decision-making process. These findings suggest that doubts that arise before making a selection warrant further investigation. By identifying stimuli that attract attention but are not chosen, this study provides valuable insights into consumer behaviour and decision-making processes.