Eye Tracking Erkenntnisse in der Verbraucherforschung Q2 2025

Nudge has proven effective in promoting healthier eating, especially in academic environments. However, its application in vending machines has not been extensively studied yet, with existing studies focusing on choice and overlooking the emotional and cognitive responses to these interventions. Our research explored how visual and olfactory nudges (and a combination of both) can encourage healthier choices in university vending machines, and examined the related emotional and cognitive reactions, adopting a consumer neuroscience approach. It encompassed...Mehr anzeigen

• Tobii Pro Glasses 3
• Tobii Pro Lab

Organizations increasingly advertise their environmental track record using green employer labels—certifications granted by external entities to recognize employers for their pro-environmental policies or practices for employer branding. Through the lens of Signalling Theory and Self-Congruity Theory, an eye-tracking experiment followed by a questionnaire was conducted with 142 young adults. Visual attention was measured for 11 areas of interest on a fictitious LinkedIn page on which different versions of a recruitment advertisement were shown. Individua...Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Lab

This research examines how the movements an interface requires of a consumer—that is, its “kinesthetic properties”—can alter what a consumer attends to when responding and, in turn, change the response itself. We compare the kinesthetic properties of two ubiquitous scale formats, slider and radio-button scales. Six studies (plus four in the Web Appendix) show dragging a slider (vs. clicking a radio button) elicits responses that are closer to the scale starting point. This effect occurs because the slider allows participants to engage with the scale as t...Mehr anzeigen

• Tobii Pro Spark

This study compares user behaviors between real and virtual supermarket shelves, using eye-tracking technology to assess behavior in both environments. A sample of 29 participants was randomly assigned to undergo two conditions: a real-world supermarket shelf with Tobii eye-tracking and a virtual shelf using Meta Quest Pro’s eye-tracker. In both scenarios, participants were asked to select three packs of cereals belonging to specific categories (healthy/tasty). The aim was to explore whether virtual environments could realistically replicate real-world e...Mehr anzeigen

• Tobii Pro Glasses 3

According to an analysis, the majority of banking users in 2024 prefer using mobile devices for transactions, as mobile banking offers greater immediacy and convenience than traditional online banking. However, attracting users and fostering loyalty remain critical challenges for banking brands. Previous studies suggest that anthropomorphic characters have the advantage of enabling consumers to engage emotionally. Incorporating anthropomorphic designs into mobile banking can address the emotional needs of Generation Z consumers. Moreover, the facial stru...Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Lab

With the growing usage of the internet, there has been a steady increase in the number of people buying online products ranging from appliances to everyday-use consumer goods. In an online shopping setup, it is difficult for customers to experience the product firsthand in the virtual environment. Many ecommerce platforms provide (a) detailed pictures, 3D models, animations, and videos on their website for customers to explore the product features, and (b) customer reviews and ratings to learn about product performance in different conditions and usage p...Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Lab

This study explores how personality types influence cross-cultural consumers’ visual perception and intent orientation in hedonic and utilitarian contexts. Digital marketing has shifted from behavioral targeting to intent targeting, with quiz marketing analyzing consumer personalities to recommend suitable products. According to Nass et al. (1995), consumers are more engaged with interfaces that align with their personalities, finding them more enjoyable, useful, and satisfying. Past Experts concept of brand anthropomorphism further highlights the import...Mehr anzeigen

• Tobii Pro Nano
• Tobii Pro Lab

With the advent of the digital age and globalization, people’s music-listening habits have gradually shifted from purchasing albums and playing CDs to using music streaming platforms. Attractive albums cover designs, which previously influenced consumer choices, remain vital in the digital era, as music selection on platforms is increasingly shaped by visual stimuli. Eye-catching album covers are crucial in drawing consumers’ attention, making visual appeal a significant factor in music marketing success. Previous research has shown that aesthetic prefer...Mehr anzeigen

• Tobii Pro Nano

In recent years, the scale of the electronic commerce (EC) market has continued to expand along with the spread of the Internet, both for business and personal transactions. Many consumers use EC sites, and it can be said to have penetrated their daily lives. Many consumers make purchasing decisions based on reviews written by other users when purchasing on EC sites. Therefore, reviews are considered to contain a lot of important information indicating the characteristics of products from the viewpoint of users who have purchased and used the products. U...Mehr anzeigen

• Tobii Pro Lab
• Tobii Pro Spark

This study explores the use of mobile eye-tracking technology to evaluate visitor engagement and behavior within the geographic exhibit at the Science Museum of Palacký University Olomouc. Participants of three age groups navigated the exhibition independently, while their gaze data were recorded and analyzed. Results revealed that interactive and visually dominant elements, such as the 3D animal models in the "River Bed" exhibit, garnered the most attention, with visitors spending 47.75% of their observation time on such features. Conversely, poorly pos...Mehr anzeigen

• Tobii Pro Glasses 3
• Tobii Pro Lab

This study is among the first to investigate how national origin cues influence visual attention and perception in HPV vaccine advertisements, using eye-tracking technology to provide objective insights into consumer responses. By integrating methods from public health, psychology, and advertising research, this study explores how visual attention is shaped by national affiliation cues. In a controlled experimental setting with a sample of 40 UK university students, we investigated visual attention and effectiveness of HPV vaccination advertisements by c...Mehr anzeigen

• Tobii Pro Lab
• Tobii Pro Spark

Effective product communication is essential for meeting user needs. Intuitive design enhances understanding and product efficiency. This study examines the utility of eye-tracking technology for assessing intuitive design in assistive devices, identifying key eye-tracking metrics and design elements that serve as signifiers for intuitive use. Six models of assistive devices for opening jars were assessed using 3D-rendered stimuli. A second version of each device included rubber in the grip area to study its effect as a signifier. Data from 60 participan...Mehr anzeigen

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

Cities are experiencing accelerated growth in visitor numbers to the point of overcrowding, raising concerns about negative effects on both destinations and residents. Academic discourse on overtourism primarily addresses environmental damage, infrastructure overload, and resident dissatisfaction, often overlooking how tourists experience overcrowding. When examined, tourist experiences have predominantly been measured using subjective self-report tools such as questionnaires and surveys. This study addresses this gap by introducing an objective, real-ti...Mehr anzeigen

• Tobii Pro Glasses 2
• Shimmer GSR

Affective Computing (AC) has gained increasing attention for its potential to enrich Human–Computer Interaction by enabling technologies to recognise and respond to human emotions. However, there is limited research on how users unconsciously react to AC-based interactive prototypes at a physiological level during interaction. This study examines user cognitive and affective responses to two interactive AC-based Prototypes using consumer neuroscience techniques – Electroencephalogram (EEG), Galvanic Skin Response (GSR), and Eye-tracking – to capture unco...Mehr anzeigen

• Tobii Pro Nano
• Bitbrain

With the rising significance of visual marketing, differences in how tourists from various age groups visually engage with tourism promotional materials remain insufficiently studied. This study recruited 48 participants and used a quasi-experimental design combined with eye-tracking technology to examine visual attention, scan path patterns, and their relationship to reading performance among different age groups. Independent t-tests, correlation analyses, and Lag Sequential Analysis were conducted to compare the differences between the two groups. Resu...Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Lab

This study used virtual reality (VR) and screen eye-tracking systems to examine the effect of visual format and background image on visual attention, sense of presence and mental imagery in VR versus two-dimensional (2D) advertising designs.

• Tobii Pro X3-120
• Tobii Pro Lab
• Tobii VR

Food's appearance, flavour, aroma, and presentation all contribute to a sensory experience that can stick in your memory. Food is now an art form that communicates values, narratives, and cultural identity and is a source of nourishment. However, these days, elements like nutritional makeup and the availability of healthier substitutes are now significantly impacting visitors' decisions. This change results from people's shifting eating patterns and increased interest in leading more nutritious lives. Modern gastronomy must balance aesthetic, taste, and ...Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Lab
• Noldus

This article delves into the news consumption strategies of young Swedish citizens aged 18–25, focusing on how they interact with and interpret news in today's digital landscape. Utilizing a mixed-method approach that combines semi-structured interviews and an observational study enhanced by eye-tracking technology, this research uncovers the nuanced ways in which young people engage with news media. The study identifies a variety of personal strategies for finding news, ranging from active search to passive reception via algorithms on digital platforms....Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Lab

The transition from traditional flow television to streaming services has created a media landscape in which traditional news outlets are in intense competition with entertainment content. This paper argues for optimizing news for streaming through the affective structure of news narration. We compared flow TV news with a novel narrative structure, the Batman Affective Structure (BAS). The BAS strategically places an emotional peak at the news message's start and one at the end to enhance emotional impact and attention. In an experiment, six real news vi...Mehr anzeigen

• Tobii Pro Lab

This study examines the influence of dynamic and verbal elements in logo design on consumer behaviour in the luxury retail sector using advanced neuroscience technology (Predict v.1.0) and traditional cognitive survey methods. AI-powered eye tracking (n = 255,000), EEG technology (n = 45,000), implicit testing (n = 9000), and memory testing (n = 7000) were used to predict human behaviour. Qualitative cognitive surveys (n = 297), saliency map analysis, and emotional response evaluation were employed to analyse three distinct logo designs. The results indi...Mehr anzeigen

• Tobii Pro X2-60 / X2-30

Emotional experience forms the core of the tourism experience, with visual and auditory senses serving as primary channels for such experiences. Despite their significance as key audio-visual stimuli, the impact of linguistic landscapes on visual attention and tourist emotions remains underexplored. Experiment 1, utilizing on-site video footage of cultural districts and eye-tracking technology, revealed a correlation–although not an equivalence–between visual attention and emotional experiences. Experiment 2 expanded upon this by gathering data from 165 ...Mehr anzeigen

• Tobii Pro Glasses 2
• Tobii Pro Spectrum
• Tobii Pro Lab
• Biopac