Eye tracking insights in consumer research Q2 2024

Digital shopping applications and platforms offer consumers a numerous array of products with diverse styles and style attributes. Existing literature suggests that style preferences are determined by consumers’ genders, ages, education levels, and nationalities. In this study, we argue the feasibility and necessity of self-monitoring as an additional consumer variable impacting product style perception and preference through the utilization of eye-tracking technology. Three eye-movement experiments were conducted on forty-two participants (twenty males ...Show more

• Tobii Pro Nano
• Tobii Pro Lab

The purpose of this study was to analyze the influence of attention and skepticism in the evaluation of false market discourse with an environmental appeal (greenwashing). The theoretical support for the research was based on the study of the attention process (understood in terms of pre-attention and attention), as well as the practice of greenwashing and consumer skepticism. The methodological procedure adopted a hypothetical-deductive approach, carried out through two face-to-face experiments (n=129 and n=159) with a 2 factorial design (attention/pre-...Show more

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

Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an insightful marketing research method. Hence, this study explores the present stance of neuromarket...Show more

• Tobii Sticky

Users rely on exploratory search to find useful and serendipitous information in online knowledge communities. Although there are multiple types of exploratory tasks, we know little about the differences in search behaviors for distinct exploratory tasks. Consequently, communities cannot provide adaptive support for users performing distinct exploratory tasks. Against this backdrop, a lab experiment was conducted to reveal the behavioral differences among different exploratory tasks through querying, clicking, scrolling and eye-tracking data. By operatio...Show more

• Tobii Pro X3-120

This pioneering study explores the intersection between Neurotourism, defined as the integration of neurosciences in tourism, and the perception of tourism Brand Personality (BP) through the advanced use of psychophysiology techniques, specifically Eye-Tracking (ET) and Galvanic Skin Response (GSR). It analyses how tourism destination brand logos/combination marks and images generated by artificial intelligence (AI) influence consumer attention and emotional response. Focusing on the five dimensions of BP proposed by Aaker (1997) - sincerity, excitement,...Show more

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

Wearable devices are increasingly integral to our daily lives but raise significant concerns about the security of personal data. In contrast, users often skip reading privacy policies when installing apps on wearable devices. This gap between the concerns and behaviors has spurred disputes regarding business ethics between app providers and users when private information is leaked. While much research has explored the reasons underlying users’ skipping behaviors on mobile phones or tablets, there has been limited attention given to wearable devices desp...Show more

• Tobii Pro Spectrum

The selection of floors and furniture in offices can impact the interior environment and potentially influence employees’ emotions and health. This study aims to investigate the effects of floor material, furniture color, and age on design evaluation, fixation duration, and time to first fixation. Twenty-four younger adults (M = 21.9, SD = 1.75) and twenty-four older adults (M = 48.1, SD = 6.85) participated in the experiment, where they viewed four different designs: wood floor—brown furniture (WF-BF), wood floor—dark furniture (WF-DF), tile floor—brown...Show more

• Tobii Pro Glasses 2
• Tobii Pro Lab

Seafood consumption in Sweden is below the national recommendations and limited to very few species. This study aims to explore the factors shaping seafood choices at the point of purchase among a sample of current consumers in Sweden, and examines their attitudes regarding seafood consumption more broadly.

• Tobii Pro Glasses 3
• Tobii Pro Lab

This study explore how virtual influencer advertisements affect consumer response. Based on the SOR theory, an eyetracking experiment with 76 participants and a questionnaire survey with 298 participants were conducted to construct a moderated chain mediation model. The results show that emotional virtual influencers attract more advertisement attention and exert more positive impacts on consumer response than professional ones. Mind perception and parasocial interaction act as chain mediators, while the impact of parasocial interaction on unfamiliar pro...Show more

• Tobii Pro Spectrum
• Tobii Pro Lab

Little is known about the influence of e-cigarette marketing features on the antecedents of e-cigarette use.

• Tobii Pro Fusion
• Tobii Pro Lab

We study how organizational knowledge sharing behavior is affected by avatar use during computer-mediated communication (CMC) with an unknown co-worker. Experimental results from two ethnically different samples provide theory-consistent evidence that outgroup discrimination—manifested as refusal to share knowledge—can get magnified in the ‘virtual world’ when avatars are used for self-representation. In supplemental analysis, we use eye-tracking data to provide preliminary evidence for behavioral differences—in terms of gaze fixation—when knowledge shar...Show more

• Tobii Pro TX-300

With the prominence of nutrition-related health issues worldwide, functional food is supposed to be an efficient way to address this challenge by achieving its nutrition and health benefits. However, whether consumers are willing to pay (WTP) for high-nutritional value foods of this kind and what is the role of consumers’ risk preferences in their WTPs are unclear. This study employs a discrete choice experiment (DCE) to investigate the effect of risk preferences on consumers’ preferences and WTPs for functional food, focusing on four attributes of dairy...Show more

• Tobii Pro Fusion

Migrant workers play a crucial role as potential entrepreneurs in enhancing the quality and efficiency of rural revitalization, garnering widespread attention from both the academic and practical realms. Our paper utilizes micro-survey data from 542 farmers collected by our research team from 2021 to 2022 and employs experimental economics methods to measure farmers’ cognitive abilities (CA) and risk preferences (RP). It systematically examines the impact and mechanisms of migration work experience (MWE) on migrant workers’ return home for entrepreneursh...Show more

• Tobii Pro Lab

Scrolling through a social media newsfeed has become almost ubiquitous. Yet, it remains unknown what specific post elements people pay attention to and whether this varies depending on how they access social media newsfeeds. In an eye-tracking experiment among university students ( N = 201), we compare user attention to specific post elements like source, title, or picture, in a dynamic Facebook newsfeed by device (desktop vs. mobile) and smartphone usage environment (private vs. public). Significant attentional differences occur at the level of the news...Show more

• Tobii Pro X2-60 / X2-30

E-commerce is a method of conducting business online, where the sales performance of each website is influenced by its design and usability. Typography is one of the characteristics of a website’s visual design that can impact how users perceive the page. The objective of this study is to determine whether the use of sans-serif typefaces enhances readability compared to serif typefaces, and to determine users’ preference for sans-serif or serif fonts and if there is any correlation between the preference and the objective variables. To achieve this goal,...Show more

• Tobii Pro Nano
• Tobii Pro Lab

Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.

• Tobii Pro X3-120
• Tobii Pro Studio

This study examined the impact of using three types of in-store signage to educate consumers about packaging recyclability as well as to measure its effectiveness in increasing awareness of a store drop-off recycling method for packaged granola. A total of 67 shoppers were recruited and divided into two groups to shop for granola in a retail store. Group A was not exposed to signage near the granola, while Group B was exposed to the in-store signage comprising shelf strips and aisle invaders with How2Recycle educational information containing messaging a...Show more

• Tobii Pro Glasses 3
• Tobii Pro Lab

With the increasing popularity and unparalleled ubiquity of smartphones, researchers in various fields are designing and developing novel applications for this platform as part of the solution to the challenging problems they face. Usability lies at the core of the user experience of such applications. However, the assessments used are often limited to summative and post-event methods, which can overlook subtle yet impactful issues. Objective and instantaneous measures of cognitive workloads provide a solution to this shortcoming. Our previous research h...Show more

• Tobii Pro Nano
• Tobii Pro Lab