Eye tracking insights in consumer research Q3 2024

Advergames represent a novel product placement strategy that surpasses traditional advertising methods by fostering interaction between brands and their target audiences. This study investigates the unique engagement opportunities provided by video games, focusing mainly on the ‘flow experience’, an intensified state of immersion frequently encountered by players of computer games. Such immersive experiences have the potential to significantly influence a player’s perception, offering a new avenue for advertisements to impact and engage audiences effecti...Show more

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

Advanced product presentation methods can enhance the product evaluation experience both during the design process and online shopping, as static images often fail to convey essential product details. Virtual Reality (VR) technologies hold great potential in this regard, becoming increasingly accessible to all users. However, the influence of display mediums on emotional responses and product assessment needs further investigation, especially using physiological measures to obtain more objective insights. In this study, we investigate the influence of VR...Show more

• Tobii VR

We introduce an egocentric video and eye-tracking dataset, comprised of 108 first-person videos of 36 shoppers searching for three different products (orange juice, KitKat chocolate bars, and canned tuna) in a convenience store, along with the frame-centered eye fixation locations for each video frame. The dataset also includes demographic information about each participant in the form of an 11-question survey. The paper describes two applications using the dataset — an analysis of eye fixations during search in the store, and a training of a clustered s...Show more

• Tobii Pro Glasses 3
• Tobii Pro Lab

Instagram Stories advertising has the advantages of precise targeting, diverse advertising formats, and a wide range of users; it has, thus, become an important medium for mobile game marketing. To find the most effective ad designs for mobile games on Instagram Stories, this study applied the stimulus-organism-response (S-O-R) theory to investigate how game involvement and ad designs affect users’ visual attention. Visual attention is an important physiological indicator of advertising effectiveness, and eye-tracking technology can accurately assess con...Show more

• Tobii Pro Nano
• Tobii Pro Lab

This study aims to improve college magazines, making them more engaging and user-friendly. We combined eye-tracking technology with artificial intelligence to accurately predict consumer behaviours and preferences. Our analysis included three college magazines, both online and in PDF format. We evaluated user experience using neuromarketing eye-tracking AI prediction software, trained on a large consumer neuroscience dataset of eye-tracking recordings from 180,000 participants, using Tobii X2 30 equipment, encompassing over 100 billion data points and 15...Show more

• Tobii Pro X2-60 / X2-30

Utilizing eye tracking technology as an investigative tool, this chapter delves into the distribution of visual attention within emotionally appealing advertising. The empirical evidence amassed highlights a pronounced attentional preference for the human actor positioned proximal to the screen's central axis, an observation consistent with what is known as the central fixation bias. This bias elucidates a prevalent tendency among viewers to direct their gaze more frequently towards the screen's midpoint as opposed to its peripheries. Interestingly, desp...Show more

• Tobii Pro X3-120
• Tobii Pro Lab

This study investigates the impact of reward timing (immediate versus delayed rewards) on conative loyalty (deliberate, intention-based commitment to repeatedly choose a specific brand, even in the face of competing alternatives) within tourism and hospitality loyalty programs. Employing eye-tracking technology, we examine how different levels of fairness perception and visual attention influence conative loyalty, contingent on reward timing. Our experiment utilizes simulated loyalty program advertisements from travel agencies and restaurants to assess t...Show more

• Tobii Pro X3-120

This study examines the effects of the plain packaging policy implemented in Türkiye, analyzing how different demographic groups perceive health warnings on cigarette packaging. Employing advanced eye-tracking technology, the research identifies distinct visual attention patterns between smokers and non-smokers when exposed to ‘Anxiety’ and ‘Disturbing’ visual cues. Detailed metrics, including fixation counts, durations, and saccade amplitudes, are used to measure and analyze the responses of these groups to the health warnings. The findings reveal that ...Show more

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

Charismatic leadership significantly influences organizational performance, with recent research emphasizing the pivotal role of leader behavior in conveying charisma to employees. In two studies we explore the underexplored concept of eye-directed gaze as a charismatic leadership signal and its impact on team leadership effectiveness. The first study employed mobile eye-tracking during interactive negotiations, while the second relied on observer reports in leader–follower groups. Consistently, our results indicate that leaders exhibiting more pronounce...Show more

• Tobii Pro Glasses 2
• Tobii Pro Lab

This study explored the impact of various label information (extrinsic attributes) and sociodemographic and attitudinal factors (intrinsic attributes) on Brazilian consumer choices, using simulated traditional and plant-based muçarela cheese as the model product. The research was conducted in two phases: the first involved a structured questionnaire assessing attitudinal dimensions such as Health Consciousness, Climate Change, Plant-based Diets, and Food Neophobia, along with sociodemographic data collection. The second phase comprised a discrete choice ...Show more

• Tobii Pro X60 / X120 / T60 / T120

This study investigates the relationship between eye-tracking metrics and emotional experiences in the context of cultural landscapes and tourism-related visual stimuli. Fifty-three participants were involved in two experiments: forty-three in the data collection phase and ten in the model validation phase. Eye movements were recorded and the data were analyzed to identify correlations between four eye-tracking metrics—average number of saccades (ANS), total dwell fixation (TDF), fixation count (FC), and average pupil dilation (APD)—and 19 distinct emoti...Show more

• Tobii Pro Fusion

Past research suggests that images can be a useful tool in attracting people’s attention and improving public health communication. This is especially important for the effective transmission of health-related messages to the youth, who should be warned about risks of alcohol and tobacco use. This study explores the application of eye-tracking methodology to investigate the influence of monochromatic illustrations on youths’ visual attention to digital ads, with a particular emphasis on those presenting harmful effects of alcohol and tobacco consumption....Show more

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

A good interface design is crucial for improving user experience, user stickiness and marketing effectiveness in the marketing process of shopping websites. This study is based on subjective and objective multi-modal data synchronization technology, bio-electrical signal technology, eye tracking technology, etc. The aim of the study is to explore the impact of website interface design on website marketing effectiveness. Through researching the emotional experience and behavioral response characteristics of 35 participants who completed browsing and purch...Show more

• Tobii Pro Fusion
• Bitbrain