Eye-Tracking Research Special Session (Part 1): How to Influence In-Store Buying Decisions? An Abstract
The goal of this session is to emphasize the role of the attention-getting process on several aspects of consumer behavior. The four papers examine the impact of attention with a common focus on experimental designs using eyetracking devices.
Huddleston and Behe present an original research on the influence of simple vs. complex displays on purchase intention and visual attention measured by eye-tracking. They conducted an experiment with displays consisting of 6, 12, and 24 products (vegetable plants). Participants were equipped with eye-tracking glasses. Attention devoted to displays, likeliness to buy, and time to choose is measured.
Behe and Huddleston present a second original research on the influence of product placement in displays. Their goal was to understand how product placement in a horizontal merchandise display influenced product choice. Participants equipped with eye-tracking glasses were asked to look at the displays and select one product from each display that they were be most likely to purchase or could indicate they would not buy any of the plants.
Bigné, Alcañiz, and Guixeres conducted an eye-tracking study to investigate how customer’s visual attention in a virtual reality setting affects consumer behavior. Their research goals were to compare visual attention and time spent on three tasks (finding out both well-known and unknown brands and a brand-free choice) and by four scenarios (2 VR model, 360° photography and 3D scenario × VR immersive formats, desktop monitor and virtual reality headset).
Clement offers us to think about the complexity of data analysis from eye-tracking experiments. He suggests that if eye-tracking technology is an opportunity to study consumers’ responses to shelf displays, in-store advertisements, and not least how people select daily commodities, the analysis of data becomes highly resource demanding, and it poses a challenge for both academic and commercial researchers. Clement gives an overview of his fast developing toolbox by examples from his latest research.
Together, the four papers offer new light on the interest of eye-tracking technology to understand multiple aspects of consumer behavior, especially attentional processes during exposure to marketing stimuli in real-live environments.
References Available Upon Request