TY - JOUR
T1 - What do your eyes say? Bridging eye movements to consumer behavior
AU - Rosa, Pedro
PY - 2015
Y1 - 2015
N2 - 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-the-art 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.
AB - 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-the-art 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.
KW - Attention
KW - Consumer behavior
KW - Eye movements
KW - Eye tracking
KW - Marketing
UR - http://www.scopus.com/inward/record.url?scp=84939502136&partnerID=8YFLogxK
U2 - 10.21500/20112084.1513
DO - 10.21500/20112084.1513
M3 - Review article
AN - SCOPUS:84939502136
SN - 2011-2084
VL - 8
SP - 90
EP - 103
JO - International Journal of Psychological Research
JF - International Journal of Psychological Research
IS - 2
ER -