시선추적 기술은 2024년 1분기에 소비자 행동 인사이트를 발견하는 데 중요한 역할을 했습니다. 연구에 따르면 식품 알레르기 유발 물질 표시부터 온라인 메뉴의 짧은 동영상 콘텐츠에 이르기까지 시각적 주의가 소비자 결정에 미치는 영향이 밝혀졌습니다. 또한 시선추적을 통해 이모티콘이 브랜드 인지도에 미치는 영향과 이중 로고를 해석할 때 안구 고정의 역할이 밝혀졌습니다. 이러한 연구 결과는 소비자 선호도를 이해하고 마케팅 전략을 최적화하는 데 있어 시선추적의 가치를 강조합니다.
This study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food hypersensitivity and their perceived corporate social responsibility (CSR) and behavioral intention towards a restaurant that identifies food allergens on menus.
Despite the growing importance of facial expressions in online brand communications, little is known about the positive and negative effects of replacing human facial expressions with emojis. To address this gap, this research examines how facial expressions (emojis versus human faces) shape consumers' emotional contagion and brand fun. Findings from three experimental studies (two online and one with eye-tracking) demonstrate that the presence of emojis increases brand fun due to the underlying mechanism of emotional contagion. However, although emojis ...
Previous studies on sports images have often focused on gender and race representation. However, with the rise of social media, sports photographers worldwide are fighting professionally produced and user-created images for audience attention. Recent scholarship has shown that stronger storytelling elements in sports photographs spur an increase in lower-level engagement metrics. The current study dives deeper into the types of images that generate key social media engagement. Researchers conducted a biometric analysis of 28 randomly sampled Instagram im...
This study examines the effect of menu items placed around a slideshow at the center of a webpage on an information search. Specifically, the study analyzes eye movements of users whose search time is long or short on a mixed-type landing page and considers the cause in relation to “directed search” (which triggers a certain type of mental workload). To this end, a Bayesian network model is developed to elucidate the relation between eye movement measures and search time. This model allows the implementation degree of directed search to be gauged from th...
Excellent tea packaging design wins customers and enhances branding. This report studies tea packaging design elements and gives designers constructive references to efficiently improve tea packaging design. The authors of this study first obtained consumers' perception of tea packaging through card sorting and semantic differential (SD). Second, the consumers' Kansei dimensions were extracted by Procrustes analysis (PA). Third, eye tracking technology thoroughly analysed the consumers' eye movement indexes. This technology analysed eye moment as the sub...
Given the rising popularity of utilizing short-form videos as visual cues, employing short-form videos to showcase food visual information in online food delivery menu interfaces could be a promising approach. However, it remains unclear about the effect of short-form video attributes on visual attention and perception of online food delivery consumers. In an experimental study with 36 participants, we combined eye-tracking technology and a perceived quality scale to assess consumers’ visual attention and subjective perception while they performed simula...
Within social scientific research searching for products is overwhelmingly reduced and represented as an activity that is embedded in decision-making processes. This study shows that searching is extremely multimodally rich and complex and that structured stages of searching are the product of customers’ efforts to order this complexity in and through concrete actions. Importantly, it also shows that customers carry out these actions un-hesitantly in both physical Brick-and Mortar (B&M) shops and in web-shops. The paper concludes that descriptions of...
Bistable logos accept two different interpretations, where each interpretation can be conditioned by the area of the image that is being observed. Thus, ocular fixations can affect their final perception. To determine if the eye fixation areas influence the perception, 20 volunteers observed a bistable logo in front of a fixed eye-tracker, reference Tobii T-120. The results indicate that the reported percepts are related to ocular fixation areas. It is concluded that there are areas that affect the identification of the possible percepts of the bistable ...
Participants of different ethnicities exhibited various viewing patterns, and they were more likely to focus on models who represented their skin tone or ethnicities. Theoretical and managerial implications were provided for future studies.
This study presents an eye-tracking experiment to investigate consumer responses toward local Texas honey. Honey adulteration news was used as a treatment along with product attributes, such as a certified Texas honey seal, price, organic, and product reviews. The eye-tracking technology was applied to examine the effect of attribute-non-attendance to measure the treatment effects more robustly. The results show that honey adulteration information increases consumers’ willingness to pay (WTP) for some quality-related attributes. The results also show tha...
This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a representative sample of 720 participants, with n = 529 used for testing the CARE college website, n = 59 for testing the HAZEF Facebook page, and n = 132 for testing the emotional response of students studying on...
In the context of online text–picture relic exhibitions, two exploratory experiments were conducted to investigate the role of integrated/separate display, background information, and annotation type in learning tangible heritage. Using ceramics as an example, we tracked the eye movement of subjects under different display forms and tested whether they obtained the relevant information. Experiment 1 (N = 48) adopted a 2 (integrated/separate display) × 2 (with/without background information) design and Experiment 2 (N = 93) investigated distinct types o...
Empowerment-themed advertisements (ETAs) often pair ostensibly empowering narratives with objectification imagery. Existing research demonstrates that women do not report feeling empowered after viewing ETAs but cannot confirm why. In this study, 186 female participants were randomly assigned to view captions and/or photos from ETAs while their eye movements were recorded. The empowerment-themed captions increased women’s felt empowerment when presented alone but failed to empower when paired with photos. However, captioning photos with empowerment-theme...
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