Abstract
Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision,. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the “fresh” state-of-theart eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
