 Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper researchMartin Meißner, Jella Pfeiffer, Thies Pfeiffer and Harmen Oppewal Journal of Business Research, 2019, vol. 100, issue C, 445-458 Abstract: Technological advances in eye tracking methodology have made it possible to unobtrusively measure consumer visual attention during the shopping process. Mobile eye tracking in field settings however has several limitations, including a highly cumbersome data coding process. In addition, field settings allow only limited control of important interfering variables. The present paper argues that virtual reality can provide an alternative setting that combines the benefits of mobile eye tracking with the flexibility and control provided by lab experiments. The paper first reviews key advantages of different eye tracking technologies as available for desktop, natural and virtual environments. It then explains how combining virtual reality settings with eye tracking provides a unique opportunity for shopper research in particular regarding the use of augmented reality to provide shopper assistance. Keywords: Eye tracking; Visual attention; Virtual reality; Augmented reality; Assistance system; Shopper behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:445-458 DOI: 10.1016/j.jbusres.2017.09.028 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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