Eye Tracking Einblicke in die Verbraucherforschung Q4 2025

Purpose This study aims to use a social categorization and social identity theory lens to examine how androgynous models attract attention to ads and how individual difference factors, such as gender and transphobia, affect purchase intention. Design/methodology/approach Using a within-subject experimental design with a Gen-Z sample of participants (n = 108), eye-tracking data were collected while participants viewed ads with androgynous or nonandrogynous models. Findings Participants gazed longer at androgynous versus nonandrogynous models. Viewer gen...Mehr anzeigen

• Tobii Pro X2-60 / X2-30

In the era of Artificial Intelligence-Generated Content (Artificial IntelligenceGC) transforming advertising production, existing research lacks comprehensive exploration of how Artificial IntelligenceGC advertisements shape consumer responses. This study integrates attention allocation theory and the Elaboration Likelihood Model (ELM) to investigate dual cognitive processing mechanisms of relevant and divergent Artificial Intelligence advertisements via eye-tracking experiments and questionnaires. Findings reveal that relevant Artificial Intelligence ad...Mehr anzeigen

• Tobii Pro Spectrum
• ErgoLab
• SDK

This study examined how visual attention to specialty coffee label elements relates to consumers’ stated purchase intention. A total of 105 regular specialty coffee consumers viewed the front and back panels, simultaneously, of six commercially available labels while their eye movements were recorded with an eye tracker. Areas of Interest (AOIs) were defined for the label’s content, and a Normalized Fixation Ratio (NFR; proportional fixation time scaled by AOI area) was calculated. Purchase intention was measured on a seven-point structured scale, and th...Mehr anzeigen

• Tobii Pro Fusion
• Tobii Pro Lab

This study investigates Japanese consumers’ comprehension of nutrition labeling and explores the potential of simplified front-of-pack (FOP) designs informed by behavioral economics and universal design. Using secondary data from a national survey (n = 5,758), we examined consumers’ understanding of carbohydrate composition, daily energy percentages, and sodium chloride equivalents. Results revealed substantial difficulties: only 23-24% correctly identified carbohydrate content, 39.9% understood daily energy percentages, and 20% recognized sodium chlorid...Mehr anzeigen

• Tobii Pro X3-120
• Tobii Pro Studio

Food flavor constituents modulate dietary choices through cross-modal sensory integration. This study deciphers the molecular mechanisms through which cooking-induced transformations of onion (Allium cepa L.) volatile profiles guide visual food selection, employing integrated eye-tracking and GC-IMS volatilomics. Based on relative odor activity value and principal components analysis, boiled and roasted onions have the most volatile compounds and similar flavor components. Dimethyl sulfide and ethyl-2-methyl propanoate are the unique key flavor compounds...Mehr anzeigen

• Tobii Pro TX-300

In the increasingly competitive over-the-counter (OTC) pharmaceutical market, packaging color has evolved from a visual embellishment to a crucial factor influencing consumer perception and purchasing behavior. While prior studies have addressed the attention-guiding function of packaging colors, systematic exploration of how colors affect purchase intentions through perceptual mechanisms in pharmaceutical contexts remains insufficient. To fill this gap, this study investigates the effects of four representative hues (red, yellow, green, and blue) in col...Mehr anzeigen

• Tobii Pro Fusion
• ErgoLab

Mobile games have become one of the fastest-growing segments of the digital economy, and in-app advertisements represent a major source of revenue while shaping consumer attention and memory processes. This study examined the relationship between visual attention and brand recall of in-app advertisements in a mobile sports game using mobile eye-tracking technology. A total of 79 participants (47 male, 32 female; Mage = 25.8) actively played a mobile sports game for ten minutes while their eye movements were recorded with Tobii Pro Glasses 2. Areas of int...Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Lab

Much research has been done on the comprehension and development of enterprise process models. In this paper, we follow up on work done previously by others on the effect of ambiguities on model comprehension. Ambiguities might lead to multiple alternative process interpretations by the readers of process models.In this paper, we will present research on techniques for collecting biometric data to investigate how we work with visual process models, some of which include lexical or visual ambiguities. We report an experiment with data from 26 persons as t...Mehr anzeigen

• Tobii Pro X3-120

Social media has become a dominant channel for food marketing, particularly targeting youth through visually engaging and socially embedded content. This study investigates how young adults visually engage with food advertisements on social media and how specific visual and contextual features influence purchase intention. Using eye-tracking technology and survey analysis, data were collected from 35 participants aged 18 to 25. Participants viewed simulated Instagram posts incorporating elements such as food imagery, branding, influencer presence, and so...Mehr anzeigen

• Tobii Pro Spectrum
• Tobii Pro X60 / X120 / T60 / T120
• Tobii Pro Lab

Successful health promotion involves messages that are quickly captured and held long enough to permit eligibility, credibility, and calls to action to be coded. This research develops an exploratory eye-tracking atlas of breast cancer screening ads viewed by midlife women and a replicable pipeline that distinguishes early capture from long-term processing. Areas of Interest are divided into design-influential categories and graphed with two complementary measures: first hit and time to first fixation for entry and a tie-aware pairwise dominance model fo...Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Studio

Visual attention refers to the cognitive process of selectively targeting certain visual stimuli in the environment, while others are ignored. In the case of food, it also has a strong influence on the taste, perception of the experience, and emotions related to food. The primary aim of this paper is to investigate how the visual presentation of food (burger) prepared under two conditions using identical raw materials, and a third condition utilizing a more nutritionally balanced composition (vegetarian), with varying visibility of vegetables (colored fo...Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Lab
• VARs

Abstract Media messages shape our knowledge about the world, but measuring individual exposure and attention remains challenging. Emerging media offer a solution to studying message reception in simulated real-world environments, which may soon become the actual media environments in which we encounter messages. Here, we utilized virtual reality (VR) and eye-tracking to investigate message processing in a realistic virtual city environment populated with billboards. We introduced an inception-style manipulation where billboards initially overlooked by pa...Mehr anzeigen

• Tobii VR
• SDK

This study investigates the effectiveness of virtual influencers in luxury brand endorsement. We show that virtual influencers are generally less effective than human influencers. However, using a tactile presentation style and increasing virtual influencers’ perceived autonomy can enhance brand outcomes. Further, we find that cultural orientation—collectivism versus individualism—moderates the effectiveness of virtual influencers. This study contributes to the literatures on luxury marketing, sensory marketing, and Artificial Intelligence-driven influen...Mehr anzeigen

• Tobii Pro X2-60 / X2-30

Social media has developed into a leading advertising platform, with Instagram likes serving as visual cues that may influence consumer perception and behavior. The present study investigated the effect of Instagram likes on visual attention, memory, and food evaluations focusing on traditional Greek food posts, using eye-tracking technology. The study assessed whether a higher number of likes increased attention to the food area, enhanced memory recall of food names, and influenced subjective ratings (liking, perceived tastiness, and intention to taste)...Mehr anzeigen

• Tobii Pro Lab
• Tobii Pro Spark

Understanding consumers' responses to health and sustainability messages is crucial for influencing food choices and promoting long-term behavioural change. This study combined implicit methods (Pupil Research dilation, heart rate, and skin conductance) with explicit methods (retained information) to gain insight into the response of consumers to messages displayed in different video formats (formal and TikTok) considering different type of information (sustainability and healthiness). Eighty-five participants attended two sessions, held two weeks apart....Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Lab

In our research, we are developing a keyword recommendation system for tourism-related search terms by extracting user preferences from gazing sentences and still images obtained based on the user's gaze information while browsing websites. However, many Web sightseeing sites contain not only text and still images, but also “explanatory videos” of sightseeing spots. Therefore, we propose the addition of a function for extracting user preferences from content containing gazing videos to existing system.

• Tobii Pro Spark

To find an item in a menu, users can follow different visual search strategies, such as scanning items one by one (serial search) or trying to remember where the item was (recall search). However, building predictive models of search behavior has turned out to be challenging, because these strategies evolve with practice. To address this challenge, we study theory-inspired models of visual search in linear menus and propose a novel arbitration mechanism to coordinate the adoption of such visual search strategies. Given a menu design and the user’s previo...Mehr anzeigen

• Tobii Pro 1750 / 2150

Purpose This study aimed to explore effective advertisement placements for sponsors of professional esports matches. Various factors pertaining to esports event broadcasting screens, such as advertisement placements (e.g. bottom-left corner), advertisement types (e.g. QR code), sponsor types (e.g. Spotify) and periods (i.e. match and nonmatch) were considered. Design/methodology/approach Forty-one participants were recruited to watch the 2021 League of Legends World Championship and eye-tracking data on gaze fixation duration were collected using a Tobi...Mehr anzeigen

• Tobii Pro X3-120
• Tobii Pro Lab

ABSTRACT Individuals have cognitive limits and systematically rely upon heuristics when making decisions. One such example is threshold‐based heuristics where decision makers use attribute cut‐offs to screen and eliminate alternatives from their choice set that do not satisfy their cut‐off levels for critical attributes. Failure to account for information on attribute cut‐offs can generate biased estimates in choice models. This study addresses stated attribute cut‐offs in discrete choice experiments using eye‐tracking technology. We assess the relations...Mehr anzeigen

• Tobii Pro X2-60 / X2-30
• Tobii Pro Studio

PurposeThis study investigates how denial mechanisms influence consumer behavior by heightening visual cognitive processing, using eye-tracking to explore these effects across scenarios involving deviant consumer behavior, such as choosing copycat or illegal brands. This study aims to deepen understanding of the cognitive dynamics behind defensive consumer responses.Design/methodology/approachThis study comprises three experiments across different scenarios: deviant behavior with wine selection, copycat brands versus leading brands and legal versus illeg...Mehr anzeigen

• Tobii Pro X3-120
• Tobii Pro Lab