Eye Tracking Methodology for Research in Consumer Psychology

• Published in: Handbook of Research Methods in Consumer Psychology pp. 276 - 292
• Main Authors: Wedel, Michel, Pieters, Rik, van der Lans, Ralf
• Format: Book Chapter
• Language: English
• Published: Routledge 2019
• Edition: 1
• Subjects: Eye Tracking Experiments; Basic Visual Features; Analyze Eye Tracking Data; Video Based Eye Tracking; Eye Tracking; Latent Dirichlet Allocation; Collecting Eye Movement Data; Eye Tracking Devices; IAT Effect; Eye Tracking Data; Eye Movement; Eye Tracking Studies; IAT Scoring; Consumer Psychology; Estimate Gaze; Bayesian Statistical Approach; Eye Tracking Research; EMA Technique; Eye Tracking Software; Eye Movement Metrics; Eye Movement Recording; Raw Gaze; Eye Movement Data; IRAP; Fixation Durations
• ISBN: 081535293X; 9780815352983; 9780815352938; 0815352980
• DOI: 10.4324/9781351137713-15

Marketing provides rich natural contexts in which consumers engage with many complex stimuli, through a variety of tasks, and eye tracking research has yielded a range of fundamental insights into how people perform these tasks. For most natural visual tasks, eye movements are tightly coupled with visual attention and reliable and valid indicators of attention, reflecting information uptake during such common tasks as exploration, search, and choice. Therefore, video-based eye tracking solutions provide lower spatiotemporal precision than infrared eye trackers and so they cannot yet be used to detect and record specific eye movements such as fixations and saccades. Eye trackers also provide other information about the participants' visual behaviors, including head-stimulus distance, eye blinks, and dilation of the pupil. In eye tracking experiments, a researcher or research assistant needs to be present to do the calibration and sometimes to explain the procedures and monitor data collection.