For my MSc dissertation I am compiling research to explain the changing behaviours of consumers whilst viewing reduced products within the UK food retailing industry. I was wondering if there is any recommended literature around this particular area of consumer neuroscience, neuromarketing, psychology and marketing?
Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the "fresh" state-of-the-art eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes.
Article What do your eyes say? Bridging eye movements to consumer behavior
Marcus Langmaid I suggest you go through work of "Orguin Jacob L". Specially his latest article about "guiding decision makers about eye movement....." summarizes the related literature
Hi Marcus, My colleague is an expert in this field. He has done a lot research in this field. Can you please contact him through:
Martin Meißner
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- Department of Sociology, Environmental and Business Economics
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