Eye-tracking

Amy-Louise Simkiss and Annabel MacFarlane

Chapter 33 in Elgar Concise Encyclopedia of Neuroscience and Management, 2026, pp 115-118 from Edward Elgar Publishing

Abstract: Eye-tracking has evolved through the years to become precise and reliable, resulting in great popularity among researchers from many domains. The cutting-edge research equipment allows scientific analysis of eye behaviours, with applications now reaching well beyond psychology. Consumer psychology has branched into business neuroscience, and together these domains are making strides in helping us develop effective marketing campaigns, understand customer behaviours, and visual attraction, resulting in larger successes for businesses. The data from these neuroimaging studies spanning these areas provide a strong foundation for computational modelling studies, which are providing rich contributions to understanding human behaviours.

Keywords: Eye-tracking; Behaviour; Neuroscience; Business; Science; Psychology (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332885
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