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Title: What do your eyes say? Bridging eye movements to consumer behavior
Other Titles: ¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor
Authors: Rosa, P. J.
Issue Date: 2015
Publisher: Universidad de San Buenaventura
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-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.
Peer reviewed: yes
DOI: 10.21500/20112084.1513
ISSN: 2011-2084
Accession number: WOS:000371822300008
Appears in Collections:CIES-RI - Artigos em revista científica internacional com arbitragem científica

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