Eye tracking en la investigación del consumidor Q4 2024

Climate change has become one of the key challenges facing the world today. Fashion companies worldwide are keen to communicate their sustainability-related initiatives on a variety of platforms such as websites, social media, product packages and so on. Hang tags are used as an outlet for multiple signals such as price, fit, quality and sustainability. This chapter presents the findings from an eye tracking experiment aimed at exploring consumers’ attention to sustainability labelling and communication on fashion hang tags. We found that language, posit...Ver más

• Tobii Pro Spark

Visualisations of sales offers have a significant impact on their reception. Given the difficulty in assessing the impact of visualizations on consumer decisions, this study attempted to determine whether a consumer's decision can be recognized by how they look at offers. Eye-tracking data obtained from viewing house sales offers was used to develop a classifier model for predicting decisions. The research results show that the use of appropriate classification algorithms (e.g., C4.5, DT, kNN, ANN), methods to reduce the impact of data imbalance on resul...Ver más

• Tobii Pro X3-120

Background/Objectives: The patient monitoring system is a critical tool commonly used in hospitals, making it essential to assess caregivers’ user requirements and satisfaction with its usability. In intensive care units (ICUs), the usability of these systems is closely linked to the work efficiency of key users, such as nurses, and directly impacts patient safety and treatment outcomes. This study evaluates the usability of patient monitoring systems in intensive care units (ICUs), focusing on user requirements and satisfaction among nurses, the primary...Ver más

• Tobii Pro Glasses 3
• Tobii Pro Lab

Enhancing transparency through interface design is an effective method for improving driving safety while reducing driver workloads, potentially fostering human–machine collaboration. However, to ensure system usability and safety, operator psychological factors and operational performance must be well balanced. This study investigates how the introduction of transparency design into urban rail transit driving tasks influences drivers’ situational awareness (SA), trust in automation (TiA), sense of agency (SoA), workload, operational performance, and vis...Ver más

• Tobii Pro Spectrum

Given the complex biological structure, people act with their emotions and minds. Understanding emotions, neuromarketing focuses on the problem of capturing rationality. This study aims at determining the symbols and music enabling creation of the 'Turkey' brand in tourism, revealing these symbols effects and music in tourists' mind within this rationality framework. Accordingly, electroencephalography (EEG) and eye tracking devices from neuroscience tools and 21 themed tourism promotion films prepared by Turkish Republic Ministry of Culture and Tourism ...Ver más

• Tobii Pro Lab

The aim of this research was to investigate the impact of visual brand identity elements on consumer awareness and their role in brand identification through the websites of two retail banks in Hungary. The research focuses on Generation Z. Applying the interdisciplinary approach of marketing and ergonomics, the importance of the research lies in the fact that it fills a knowledge gap, since few studies in the literature examine and connect the elements of visual brand identity in the retail banking sector with consumer perception. Two online communicati...Ver más

• Tobii Pro X60 / X120 / T60 / T120
• Tobii Pro Studio

This study explores the impact of different color hue combinations and medium types (print and digital) on reading performance and comprehension. The purpose is to understand how these factors may influence text legibility and to offer practical insights for designers on optimizing visual design in presenting promotional content. Fifty-two participants read texts with various color palettes presented on both print and digital formats. The following color combinations were used in the experiment: achromatic (black on gray), achromatic–chromatic (black on ...Ver más

• Tobii Pro X60 / X120 / T60 / T120
• Tobii Pro Studio

Eye-tracking technology can assist researchers in understanding motivational decision-making and choice processes by analysing consumers’ gaze behaviour. Previous studies showed that attention is related to decision, as the preferred stimulus is generally the most observed and the last visited before a decision is made. In this work, the relationship between gaze behaviour and decision-making was explored using eye-tracking technology. Images of six wardrobes incorporating different sustainable design strategies were presented to 57 subjects, who were ta...Ver más

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

Website design and usability are critical factors that impact the effectiveness of a website, influencing both user attraction and retention. Understanding user preferences is essential for designers and researchers when optimizing user interfaces (UI) and user experiences (UX). This study addressed key research questions about usability by examining which design heuristics have the most impact on students’ interactions with private university websites in Kuwait. By assessing web design and usability across three private universities in Kuwait through sp...Ver más

• Tobii Pro Lab

This study aims to explore the distribution of visual attention on sustainability graphics when viewing an eco-friendly product and the recall of sustainability information afterward. Twenty-five students majoring in environmental studies and twenty-five students from non-environmental majors participated in the study. They were further divided into a higher group and a lower group based on their sustainability level. Participants viewed diagrams of an eco-trash boat design with sustainability graphics and a 15-page design description. Their eye-movement...Ver más

• Tobii Pro Glasses 2
• Tobii Pro Lab

With a focus on the evaluation of conceptual product designs presented in the form of renderings, this paper describes an eye-tracking study in which gaze metrics, design ratings, and overall rankings of designs were measured. To explore the rationales behind fixational eye movements and numeric evaluation outcomes, additional qualitative data were collected through interviews. To investigate the predictive effect of gaze behavior on perceived design quality, we examined how fixation count and total fixation time could predict ratings of five different a...Ver más

• Tobii Pro Glasses 3
• Tobii Pro Lab

Background: Consumer experiences are not only based on how a food tastes or clothing fabric feels but also on factors such as the store of purchase and product information. Method: Participants were taken on virtual consumer journeys to monitor their reactions to sustainable foods or clothing fabrics. After a virtual ‘purchase’, an ingredient/material information phase followed, whereafter foods were tasted or T-shirt sleeves were felt. Results: Heart rate and skin conductance were significantly affected by the type of food (p < 0.001), while the type of...Ver más

• Tobii Pro Studio
• Noldus
• Biopac

Defaults are pervasive in consumer choice. Here, laboratory experiments that used eye tracking were combined with cognitive modeling to pinpoint the influence of defaults in the decision process, along with naturalistic experiments with large pre-registered samples to test the limits of defaults on consumer choices. Contrary to previous assumptions, in simple binary choices, default options did not potentiate rapid heuristic-based decisions but instead altered processes of attention and valuation. Model comparison indicated that defaults received a posit...Ver más

• Tobii Pro X60 / X120 / T60 / T120

Higher education institutions are the contemporary embodiment of knowledge-intensive organizations. The role of knowledge sharing among academics in enhancing teaching, research and innovation performance cannot be overlooked. However, a paucity of studies were devoted to uncovering the influencing factors of knowledge sharing among academics in China. This study aims to dig into the factors that influence academics’ knowledge sharing behaviors in the context of Chinese higher education.

• Tobii Pro Nano
• Tobii Pro Lab

This paper explores binary food choices through the lens of information load theory. We conducted two laboratory studies using the eye-tracking approach to understand the influence of the high menu complexity on visual attention for virtue versus vice food options. This paper also examined the moderating effect of time on the initial fixation. Our findings showed that the time duration taken to reach the first fixation influences binary food choices. This was evident when participants were tasked with selecting food options from a high menu complexity. S...Ver más

• Tobii Pro X3-120

Emojis in social media travel sharing are an effective tool for enhancing emotional expression or promoting semantic interpretation. However, the visual appeal of emojis as small icons remains uncertain. This study shows that using facial emojis in desirability travel sharing enhances tourists' visual attention and social media engagement. In contrast, using non-facial emojis in feasibility travel sharing leads to more effective visual attention and social media engagement. These relationships are mediated by imagery fluency and influenced differently de...Ver más

• Tobii Pro T60 XL

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Mod...Ver más

• Tobii Pro T60 XL
• Tobii Pro Studio

Nutritional information on packaging is becoming increasingly important in the food industry. Currently, labels are seen not only on the back of the packaging but also on the front. As there are many versions of front-of-pack labels (FoPLs), the research aims to determine which helps consumers the most in making decisions about which food to include in a healthier lifestyle. Nutri-Score, Guideline Daily Amount (GDA) and Multiple Traffic Lights (MTL) FoPLs on cereals were compared using eye-tracking (ET) and choice-based conjoint analysis (CBCA). CBCA was...Ver más

• Tobii Pro Nano
• Tobii Pro Lab

Many companies are using smart packaging to provide consumers with more information about their products. The goal of our case study is to access the Near Field Communication (NFC) tag knowledge, as well as getting insights into tag positioning in food package design for better visibility in order to develop some guidelines for future tag implementations. A preliminary survey of professionals provided an overview of NFC tag usage, followed by an online survey that assessed knowledge and visibility of tag placements. These findings were further discussed ...Ver más

• Tobii Pro X60 / X120 / T60 / T120
• Tobii Pro Studio

The US Food and Drug Administration (FDA) is developing front-of-package nutrition labels for packaged foods. Identifying the most promising type of label among Latino adults could inform federal regulation, given high rates of diet-related disease in Latino populations. Additionally, exploring English-language label effects among populations with limited English proficiency could inform equitable label design. We examined whether text, icon, or graphic nutrition labels attract attention among Latino populations and whether label effects differed by Engl...Ver más

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

Augmented Reality Head-Up Displays (AR-HUDs) enhance driver perception and safety, yet optimal hazard warning design remains unclear. This study examines three AR-HUD crash warning icon types (BD, BR, BW) across various turning scenarios. Using a 360-degree video-based driving simulation with 36 participants, eye-tracking metrics were collected. Results show BW icons, dynamically linked to hazards, significantly improve drivers’ pedestrian risk awareness and visual attention allocation compared to BD and BR systems. BW consistently demonstrated longer ga...Ver más

• Tobii Pro Lab
• Tobii VR

This study investigates to what extent the presence of the EU organic (EU‑O) logo and a sustainable irrigation (SI) logo on extra virgin olive oil (EVOO) labels affects (i) consumers expectations and purchase intention based on label information and (ii) acceptance of olive oil when tasted under informed versus blind conditions. A panel of 94 consumers took part in the study. Attention paid to label components during the task designed to evaluate the logos’ effect on expectations was recorded by means of an eye‐tracker.

• Tobii Pro Nano

Promoting products on websites has become relevant in the context of digital marketing. Deciding how a product is exhibited is an important issue, due to psychological factors that impact on attentional-emotional consumers’ responses. The purpose of this study was to compare the emotional and attentional reactions of consumers in relation to three different visual ways to present a product on a website. It was hypothesized that advertising images that contain human faces would be the ones that would work better in terms of attentional-emotional responses...Ver más

• Tobii Pro X60 / X120 / T60 / T120
• Tobii Pro Studio
• Noldus

Eye tracking can evaluate brand logos, but conventionally it has focused only on overt attention to logos. However, it is necessary to also focus on covert attention. We conducted gaze analysis with fixations in the central visual fields corresponding to the fovea and foveola. A Go/No-go task was utilized to examine whether the target logo was detected behaviorally either within or outside the fixation area. The difference between correct viewings of the logo within the fixation area and those outside it was compared for each logo. The results revealed s...Ver más

• Tobii Pro Spectrum
• Psychopy
• Titta

This study evaluates the usefulness of heatmaps in understanding user preferences during book selection in online discovery platforms. It compares two heatmaps generated from user clicks and eye‐tracking data to identify key metadata influencing readers' choices. Initial results indicate that click heatmaps can be a useful tool for this type of investigation, especially considering the cost of eye‐tracking, which is typically used to generate attention heatmaps.

• Tobii Pro X3-120

Prior research has predominantly focused on how interacting with anthropomorphic robots might affect customers’ psychological processes and behaviors, wherein this stream of research has presented some inconsistent findings regarding its effectiveness in the service context. This research aims at taking a novel angle by illuminating on the arousal-based reaction among customers, and their subsequent satisfaction. Grounded in selective attention theory, this research develops a model in which robot anthropomorphism activates customers’ attention, which in...Ver más

• Tobii Pro X3-120