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Study how visual attention relates to conformity, social pressure, group behavior, and decision-making with objective gaze data.
Why eye trackingSocial influence can shape what people notice, how they form opinions, and the decisions they make. Researchers study processes such as conformity, social pressure, group influence, and authority to understand how others affect individual behavior.
Eye tracking reveals which social information people view, how their attention shifts, and what they return to before making a choice. Relate these patterns to behavioral measures, response times, or self-reports for a richer understanding of how people respond to social influence.
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Research applicationsCapture gaze patterns that reveal how people attend to social information, competing cues, and the behavior of others.
Conformity
Examine visual behavior when participants encounter opinions, choices, or behaviors that differ from their own.
Social pressure
Compare gaze patterns when decisions are made independently, in the presence of others, or under different social conditions.
Group influence
Explore how participants distribute attention between people, information, and competing social cues.
Social decision-making
Investigate the visual information participants access before making decisions involving other people.
Authority and hierarchy
Study viewing behavior when participants encounter people with different roles or positions within a social setting.
Online social influence
Explore how ratings, recommendations, comments, and other social signals relate to visual behavior in digital environments.
ConfigurationsChoose a setup based on whether your research requires controlled presentation of social information or observation of behavior during natural interaction.
Present opinions, faces, group responses, social media content, or decision-making tasks on screen while precisely capturing visual attention under repeatable conditions.
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Run controlled experiments across labs, universities, and other research environments with a compact setup suited to a range of social stimuli and experimental designs.
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Capture gaze from the participant's perspective while they communicate, make decisions, or respond to other people in more natural environments.
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Design experiments, record gaze data, define areas of interest, visualize attention, and analyze viewing behavior alongside experimental variables.
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Use cases:quality(50))
At Shanghai University SILC Business School, Associate Professor Li-Sheng He explores how people make decisions by studying how attention shapes the way they process visual information.
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Researchers from University of Chicago used eye tracking to evaluate social attention in two different cultural populations, urban North American participants, and rural Yucatec Mayan participants.
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In this presentation, Dr. Jörg Mühlhans, shares his study that has investigated the influence of music on gaze behavior, as well as the visual information on musical perception by means of various manipulations.
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During social interactions, eye gaze carries a wealth of information about our attention, intention, or psychological state. Researchers recorded the looking behavior in live interaction.
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Studies show that people with social anxiety pay more attention to negative facial expressions. An eye tracking study confirmed this theory and revealed that training people to focus on positive stimuli can lead to a reduction in this bias.
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Discover how eye tracking supports social cognition and perception research into faces, first impressions, stereotypes, prejudice, and socially relevant visual cues.
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Use eye tracking to study social interaction, including eye contact, mutual gaze, communication, cooperation, and group behavior in controlled and natural settings.
Tell us about your research question and experimental design. Our eye tracking experts can help you find an approach that fits your study.
Quick answersFind answers to common questions about using eye tracking to study conformity, social pressure, group behavior, and socially influenced decisions.
Resources & communityFree training, open-source tools, and direct support, designed to get you from unboxing to publishable results as fast as possible.
Tobii Academy
Free online learning platform with structured courses covering every stage of eye tracking research, from fundamental concepts to advanced analysis techniques.
→ Eye tracking fundamentals and methodology
→ Experiment design best practices
→ Tobii Pro Lab software training
→ Data analysis and interpretation
→ Certification tracks
Open-source research tools
50+ community-curated tools, experiment scripts, and integration libraries across the full eye tracking workflow. PsychoPy, MATLAB, Python, LSL, and more.
Tobii Connect support portal
Knowledge base, firmware updates, troubleshooting guides, and direct support from Tobii's technical team. Your first stop for any hardware or software question.
→ Product setup and troubleshooting guides
→ Firmware and software downloads
→ Data quality methodology documentation
→ Direct ticket support for registered products
→ Sample projects and demo recordings