Eye tracking insights in consumer research Q1 2025

This paper examines the effects of perceptual similarity and how choice uncertainty through visual attention affects copycat brand evaluation. Four studies demonstrate that perceptual similarity affects copycat brand evaluation in a non-comparison scenario. We show that high levels of perceptual similarity with the leader brand tend to reduce uncertainty. Our findings indicate that choice uncertainty is a potential mediator of the effects of perceptual similarity on copycat brand evaluation. Finally, our results reveal a significant difference between lo...Show more

• Tobii Pro X3-120

Achieving reliable user feedback during design is essential for developing products that meet customer needs, but this is challenging due to limited attention to key aspects of user interaction with new products. This paper examines overlooked factors influencing product evaluations at various design stages, focusing on familiarity, contextual information, forms of representation, and visual behavior through a three-study experimental activity (N = 77). Study 1 explored the impact of contextual cues on perception and comprehension of product functions us...Show more

• Tobii Pro Glasses 2
• Tobii Pro X2-60 / X2-30
• Tobii Pro Lab

The purpose of this study was to examine the effects of in-game situations (battle vs non-battle) and advertisement animation (static vs animated) on visual attention, memory, brand attitude and behavioral intention in eSports.

• Tobii Pro Glasses 2

Existing literature suggests that disordered displays of in-store products may have mixed effects. Compared to in-store displays, products in online pictorial advertisements place greater emphasis on visual elements to highlight product traits. In practice, both ordered and disordered product displays are commonly used in social media advertisements. However, how do consumers perceive these different visual presentations? Drawing on Spatial Metaphor Theory, we conducted a series of studies, including an eye-tracking experiment, a field experiment, and th...Show more

• Tobii Pro X3-120

This study aims to explore how customers’ attitudes toward a restaurant menu featuring local food information influence their visual attention and CSR attitudes. It also examines the moderating effects of environmental consciousness and community attachment.

• Tobii Pro X2-60 / X2-30

The widespread adoption of positioning technology and location-based services has resulted in the continuous generation of substantial volumes of accessible spatiotemporal trajectory data. While many studies focus on 2D trajectory visualization, research on visual overload in 3D space remains limited. Thus, there is a need to balance the presentation of spatiotemporal information and to minimize visual occlusions in the 3D representation of trajectories. To address this gap, we propose a global-local cooperative optimization method based on cognitive loa...Show more

• Tobii Pro X3-120
• Tobii Pro Lab

Given the substantial resources allocated to video and text presentations, indiscriminately applying video and text presentations regardless of information style may not improve sales or enhance the consumers’ ordering experience, and can even lead to unnecessary resource waste. Therefore, this study aims to examine the effects of video and text styles (hedonic vs. utilitarian) on consumers’ visual attention and subjective assessments. The results indicate that the utilitarian text style could be a favorable choice for online food ordering interfaces, as...Show more

• Tobii Pro Lab
• Tobii Pro Spark

The purpose of this paper is to gain deeper understanding of the online food ordering behavior of the Generation Z when ordering food online, and their attention towards nutrition information provided on menus. Their state of hunger was used as a moderating variable to also understand if this state altered their level of attention.

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

Gazing at the agricultural production scene is sufficient to elicit emotional responses. Combining eye-tracking, electrodermal activity and self-report data in a between-subjects experiment design, this study explored the effects on visual attention and emotional response processes by conducting two studies. The findings revealed that (1) agricultural production scenes elicited higher visual attention, which, in turn, induced greater pleasure and led to a higher visit intention, and (2) verified bottom-up driven attention automatically intensifies psycho...Show more

• Tobii Pro Spectrum
• Tobii Pro Lab
• Biopac

Objective This paper explores the rising trend of personalization in sports shoe manufacturing within Industry 4.0, focusing on the psychological aspects of color preferences. Methods We utilized eye-tracking technology in two experiments to analyze consumer preferences for women's running shoes, examining 18 scenarios with three outsole types and six colorways. Results Findings highlight the significant psychological influence of outsoles and midsoles on visual attention, revealing that Chinese women prefer warmer and neutral tones in midsoles. Addition...Show more

• Tobii Pro X3-120

The tendency toward the aesthetic preference affects an individual’s intention to purchase furniture. Color and form are two fundamental elements of furniture appearance. However, there is a significant lack of human–computer interaction research on the aesthetic evaluation of furniture with various colors and forms, necessitating a comprehensive study to provide theoretical and empirical support to furniture designers and businesses. Thus, this study introduces a multimodal method by integrating various modalities, which allowed us to investigate the fa...Show more

• Tobii Pro X3-120

This study explores consumer perceptions of different agricultural systems to understand why some are regarded more favourably than others are. Five agricultural systems were compared in the context of lettuce cultivation: vertical indoor agriculture, small-scale local agriculture (local/small), high-tech greenhouses, urban community gardens, and industrial agriculture. Given the lack of knowledge among consumers about agricultural production, images and brief descriptions of the different systems were used as research stimuli. Explicit and implicit resp...Show more

• Tobii Pro Nano
• Tobii Pro Lab

Using eye-tracking technology, the proposed study investigates how customers visually evaluate apples varieties and apple defects and how these evaluations affect their purchasing decisions. Three aspects were examined in this study: apple variety, defect severity, and cultural background. Idared, Golden Delicious Yellow, and Golden Delicious Green apple varieties with increasing degrees of bruising were shown to Chinese and Hungarian participants. The findings show that apple variety had no significant effect on gaze patterns, whereas cultural backgroun...Show more

• Tobii Pro Nano
• Tobii Pro Lab