Eye tracking insights in consumer research - Q3 2025

This study employs EEG and eye-tracking to assess how brand equity, creative complexity, and spatial layout influence implicit consumer responses to point-of-sale (POS) beer advertisements. Through the theoretical lens of predictive coding and processing fluency, laboratory testing with Serbian beer consumers (N = 20) revealed that simpler designs yielded superior attention performance across TFD and TTFF (d up to 2.62), independent of brand strength. Spatial repositioning reduced packshot detection time by 0.89s (p<0.001, d=1.78) in horizontal versus...Show more

• Tobii Pro Nano

In this study, we propose a hybrid decoding scheme for classifying consumer intent in a binary decision-making scenario (“Buy” vs. “NoBuy”), using simultaneous electroencephalography (EEG) and eye-tracking data. The proposed framework integrates graph signal processing-based features derived from EEG functional connectivity with descriptive statistics from eye movement patterns. Given the imbalanced nature of the targeted classification task, the performance of the proposed hybrid scheme is being assessed at the individual subject level via the employmen...Show more

• Tobii Pro Fusion

PurposeAmid growing environmental concerns, green demarketing (GD) has emerged as a strategy for encouraging sustainable consumption by discouraging excessive use. This study investigates how message sidedness (one-sided vs. two-sided) in GD communication influences consumer purchase intentions, and whether this effect is moderated by product attribute dominance (utilitarian vs. hedonic).Design/methodology/approachAcross five experiments (N = 1,153), including lab-based scenarios, field studies, and an eye-tracking experiment, participants were exposed t...Show more

• Tobii Pro TX-300

PurposeThis study aims to analyze how the integration of visual attention patterns, alongside traditional components of the theory of planned behavior (TPB), influences purchase intentions of international consumers on social networks. The research explores the under-examined role of visual engagement, particularly eye-tracking metrics such as fixations and Saccade Researchs, in shaping purchase decisions in a global context.Design/methodology/approachA quantitative methodology was employed, using regression models to assess the impact of visual attentio...Show more

• Tobii Pro TX-300

The natural environment is facing deterioration, yet little is known about how immersive nature-based VR tourism experiences cultivate pro-environmental behaviours. Grounded in the transmission model of inspiration, this research seeks to assess whether and how virtual nature-based tourism experiences can inspire tourists to engage in pro-environmental behaviours over time. Using a sequential mixed-methods approach, Study 1 developed a VR nature-based tourism environment and examined its epistemic activation central to the inspiration process through bot...Show more

• Tobii VR

Augmented Reality (AR) is a technology adopted by brands to innovate packaging and improve communication with consumers. Companies integrate AR features into their packaging, choosing between different approaches. However, it is still unclear how different AR typologies can influence consumers’ perceptions during the interaction. For this purpose, this exploratory study aims to analyze the differences between two types of AR—static vs. immersive—applied to packaging, evaluating their impact and effectiveness on consumers. A within-subjects design, on a s...Show more

• Tobii Pro Glasses 3
• Shimmer GSR
• LSL
• SDK
• VARs

Front‐of‐package labeling (FoPL) systems often use text and visuals to help communicate information about nutrients potentially linked to chronic diseases. While systems like the European Nutri‐Score and the Latin black octagon emphasize clear warnings, the magnifying glass, adopted in Brazil and Canada, lacks clarity in its semiotic interpretation, warranting further study. This research conducted two experiments to assess the magnifying glass's impact on consumer choices: one with eye‐tracking (n = 30) and another without (n = 408). Fot this, mock pack...Show more

• Tobii Pro X60 / X120 / T60 / T120

This study investigates how traditional versus modern Chinese ink painting styles in tourism advertisements affect viewers' visual attention, aesthetic evaluations, and tourism intentions. Using eye-tracking experiments combined with surveys and interviews, the researchers conducted a mixed-design experiment with 80 Chinese college students. Results indicate that traditional ink-style advertisements attracted longer total fixation durations, higher aesthetic evaluations, and stronger cultural resonance in natural landscape contexts, while modern ink-styl...Show more

• Tobii Pro Fusion
• Tobii Pro Lab

ABSTRACT The global café industry has expanded rapidly, intensifying competition and underscoring the need to understand how menu design influences consumer behavior. This study investigates how different menu formats affect visual attention, consumption vision, and attitude toward menu items. A mixed‐method approach was employed, combining quantitative eye‐tracking experiments using the Tobii Pro Spectrum with a post‐experiment survey of 35 participants from diverse national backgrounds. Regression analyses reveal that icon and photo fixations significa...Show more

• Tobii Pro Spectrum
• Tobii Pro Lab

Although everyone must make decisions about where to live, we know little about how consumers perceive social interactions with neighbors and incorporate information about neighbors into their residence decisions. This article explores the impact of consumers' self‐construal on the importance they attribute to neighbor information when choosing a residence. Across seven preregistered studies, including lab experiments and online surveys, the findings consistently show that independent consumers, compared with interdependent ones, place greater importance...Show more

• Tobii Pro X60 / X120 / T60 / T120

Utilized eye-tracking technology, this study examined consumers’ visual attention toward Artificial Intelligence-generated fashion advertisements (ads) images and compared them with consumers’ visual attention toward real fashion ads images. A total of 120 participants were randomly assigned to two groups (n = 60 each) to view either Artificial Intelligence-generated or real fashion ads, followed by a self-reported survey. The research hypotheses were tested by heatmap results and ANOVA results. Results indicated that men exhibited greater familiarity wi...Show more

• Tobii Pro Nano
• Tobii Pro Lab

To determine whether stimuli, such as advertisements, evoke the intended emotional response, emotion measurement tools are essential. Among these, Galvanic Skin Response (GSR) is a reliable physiological indicator that reflects changes in skin conductivity, linked to the parasympathetic nervous system. In this study, GSR sensors were used to assess emotional reactions triggered by advertisements with diverse themes. Data collected from 44 participants, resulting in 51,000 data points, underwent cluster analysis, which grouped responses into homogeneous c...Show more

• Tobii Pro Lab
• Shimmer GSR

Visitor health and safety are vital concerns in the tourism industry, particularly in relation to hazardous locations such as beaches and waterways. These locations often require the communication of perceived hazards to visitors via various forms of communication channels (i.e. videos, websites, on site signage, etc.) to reduce safety risks. This is a particularly salient concern for international visitors who are often vulnerable to beach hazards due to their unfamiliarity with remote beach locations and language barriers that can hinder safety communi...Show more

• Tobii Pro TX-300

The US FDA has authorized several modified risk tobacco products (MRTPs), permitting marketing claims around modified exposure (i.e. lower exposure to harmful substances compared to cigarettes). We propose that this FDA authorization may serve as a heuristic cue, influencing how people visually attend to the U.S. Surgeon General's warning to discourage tobacco use and perceive MRTPs and their marketing messages among young tobacco users and non-users. We conducted a 3 (claims: FDA-authorized modified exposure claim vs. the claim only vs. no claim) ×2 (to...Show more

• Tobii Pro X3-120

Marketing stands at a critical crossroads: the imperative of speed inherently conflicts with the necessity of profound consumer insight, generating an “agility-insight gap” that diminishes strategic efficacy. Legacy agile approaches expedite campaign rollout but relinquish psychological depth in favor of superficial behavior that is poorly predictive of actual engagement. In contrast, traditional neuromarketing uncovers rich subconscious drivers but on a timescale too protracted for turbulent markets, with the effect that insight is often obsolete by the...Show more

• Tobii Pro Glasses 3
• VARs

Research on virtual reality (VR) tourism experiences has grown exponentially. Despite this, the cognitive mechanisms that make VR tourism experiences memorable remain underexplored. This research critically examines the cognitive processes which prolong the memorability of VR tourism experiences, utilizing an extended multi-step mixed-methods design with biosensor measures. Findings demonstrate increased physical presence enhances virtual memorable tourism experiences (vMTEs), serially mediated by visual attention and cognitive appraisals. Causal effects...Show more

• Tobii VR

Background: Over-the-counter medications are an integral component of community pharmacies, providing patients with accessible options for addressing health concerns independently. However, this increases the potential for adverse drug events, particularly among older adults, due to overestimating medication safety. Pharmacy layouts, often informed by retail store principles, frequently prioritize product profitability over patient safety.Objective: This study evaluates the impact of Senior Safe™, a physical redesign of pharmacy aisles, on older adults' ...Show more

• Tobii Pro Glasses 2
• Tobii Pro Lab

This article studies how package shape affects consumers' eye movements and product selection for liquid soap products, using eye‐tracking data and a choice experiment. The study involved 54 participants with different backgrounds, who chose their preferred product from pairs of photos of different packages. The results showed that package shape influenced consumer attention and choice, and that gender also had an effect on some of the measures. Packages with higher perimeter, eccentricity, and extent were more attractive and likely to be chosen by consu...Show more

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

Small business owners try to advertise their products with SNS commercials of their own making to save marketing costs. However, they have seldom met a success in this trial, because an effective commercial that moves the emotions of customers is still largely dependent on the art of experts. They lack a guideline to make effective commercials for themselves. Story-telling movies are often used for commercials because sophisticated scene development would work well to achieve empathy from customers. The paper aims to identify gimmicks in story-telling co...Show more

• Tobii Pro Nano

Tourist destinations are significantly influenced by visual representation and linguistic landscapes, which serve as key symbolic resources that attract tourists and stimulate tourism intentions. Within global-local interactions, linguistic landscapes are endowed with the symbolic functions of globalisation or localisation, allowing tourists to experience unforgettable moments. Experiment 1 collected eye-movement data from 54 Chinese tourists to explore the impact of different functional linguistic landscapes on tourists’ visual attention. Experiment 2 c...Show more

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

AbstractThe paper extends an existing Intelligent Tutoring System (ITS) that supports students’ learning via Artificial Intelligence-driven personalized hints and can generate explanations to justify why/how the hints were generated. In this work, we investigate personalizing these hint explanations to students with low levels of two traits, Need for Cognition and Conscientiousness in order to enhance their engagement with the explanations, based on prior findings that these students generally do not ask for the explanations although they would benefit f...Show more

• Tobii Pro X60 / X120 / T60 / T120

With the rapid development of e-commerce, packaging waste has surged, making green express packaging (GEP) a key component of sustainable logistics promotion. This study investigates the influence of product types (search goods vs. experienced goods), price sensitivity, and environmental awareness on consumers’ willingness to pay for GEP. Data were collected through a combination of questionnaire surveys and eye-tracking experiments, and analyzed by SPSS 27.0. The results show that consumers with higher environmental awareness demonstrate a greater willi...Show more

• Tobii Pro X3-120
• Tobii Pro Lab

The primary objective of this study is to examine the potential of food design in enhancing users' visual experiences, with a particular focus on the attributes of visual food design and their impact on user preferences, with the overarching goal of improving the overall user experience. To this end, 18 participants were recruited to create prototype designs for fruit wine products using Adobe Illustrator and Rhino software, serving as experimental samples. A mixed-method approach was employed, integrating eye-tracking technology with subjective prefere...Show more

• Tobii Pro Glasses 3

Effective digital content that appeals to diverse audience segments is challenging due to varying expectations across generations. Differences in design priorities and evaluation criteria create an opportunity for applying analytical methods based on Multi-Criteria Decision Analysis (MCDA). This study explores how different marketing approaches and types of advertising align with generational preferences, with the aim of identifying the most effective strategy for each generation with the use of perceptual experiment and eye-tracking. The PROMETHEE metho...Show more

• Tobii Pro X3-120

In today’s advertising landscape, attention may has become the most scarce and valuable resource. Yet little is known about the dynamic factors that shape viewers’ attentional allocation to advertising messages that are often embedded within complex media contexts. Coupling the real-time biometrics data and the dynamic motivational activation (DMA) theoretical framework, this study conceptualizes attention to advertising messages, such as product placements (PPs), as a real-time interplay between the embedded context (e.g., storyline), the advertising me...Show more

• Tobii Pro TX-300
• SDK