Analysis of Consumer Behavior Through Eye-Tracking Monitoring

Despoina Taskoudi, Evangelos Kehris, George Karavasilis and Vasiliki Vrana ()
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Despoina Taskoudi: International Hellenic University
Evangelos Kehris: International Hellenic University
George Karavasilis: International Hellenic University
Vasiliki Vrana: International Hellenic University

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 163-172 from Springer

Abstract: Abstract Eye tracking technology is valuable in consumer behavior research, as it offers measurements of visual attention, which are crucial for understanding purchasing decisions. Previous studies suggest that consumers’ gaze plays a critical role in preference formation. However, inconsistencies in findings highlight the need for further investigation. This paper aims to examine gaze behavior, including fixation duration, gaze transitions, and saccades, in the context of product placement. Using the Gaze Recorder application, the study reveals that participants initially focus on the left side of a screen, indicating a preference that marketers can exploit by placing key products there. Additionally, the right side, where participants end their viewing, is ideal for high-impact content to leave a lasting impression. The findings emphasize the complexity of interpreting visual attention and the necessity of complementary methods to fully understand consumer behavior and decision-making.

Keywords: Consumer behavior; Eye-tracking; Gaze recorder (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_18

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DOI: 10.1007/978-3-031-81962-9_18

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