Eye tracking for visual marketing

By M. Wedel, Rik Pieters. 2008

341 citations recorded by the source corpus.

We provide the theory of visual attention and eye-movements that serves as a basis for evaluating eye-tracking research and for discussing salient and emerging issues in visual marketing. Motivated from its rising importance in marketing practice and its potential for theoretical contribution, we first review eye-tracking research for visual marketing. Then, we discuss the structure of the eye, the visual brain, eyemovements, and methods for recording and analyzing them. Next, we describe our theory and review eye-tracking applications in marketing based on it. We conclude with an outlook on future theory and method development and recommendations for practice.

Subfields: Experimental and Cognitive Psychology, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/10a4e8e832157b6f6cb9bbc671a07e5b2a5b0f61

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. B. Sparks
2. Jacob L. Orquin
3. Simone Mueller Loose

In Marketing

1. Ying Wang
2. B. Sparks
3. Jacob L. Orquin
4. Simone Mueller Loose

In Human-Computer Interaction

1. Jacob L. Orquin
2. Simone Mueller Loose

Citations in the corpus

• Eye Tracking and Nutrition Label Use: A Review of the Literature and Recommendations for Label Enhancement (2012, background): “Surface size increments seem to operate independently of visual salience, perhaps by increasing the probability that a given area will be fixated upon, although the effect of size increments varies both between stimulus types and within stimulus areas (Wedel and Pieters, 2006).”
• An Eye-Tracking Study of Tourism Photo Stimuli (2016, background): “Small samples are common in eye-tracking studies and are not intended to be representative (Miellet et al. 2010; Pan et al. 2004; Pan, Zhang, and Law 2013; Wedel and Pieters 2008).”
• Attention and choice: a review on eye movements in decision making. (2013, background): “Proto-objects could potentially explain other bottom up phenomena, such as attention capture by surface size increments (Wedel & Pieters, 2008).”