Eye Movements During Search and Choice

Ralf van der Lans () and Michel Wedel ()
Additional contact information
Ralf van der Lans: Hong Kong University of Science and Technology
Michel Wedel: University of Maryland College Park

Chapter Chapter 11 in Handbook of Marketing Decision Models, 2017, pp 331-359 from Springer

Abstract: Abstract The last decade has seen an increasing interest in marketing in the use of modern eye-tracking equipment for developing and testing theories of search and choice. This chapter reviews this development and provides a framework that assists marketing researchers in collecting and processing eye tracking data and incorporating that data into marketing decision models. The authors demonstrate how eye movement data is collected using modern eye-tracking equipment, and how such data relates to underlying visual processes. The chapter discusses key eye-tracking measures and illustrates how such measures can be integrated into decision models of search and choice. This chapter provides useful insights for researchers interested in setting up eye-tracking experiments, as well as for researchers interested in understanding how such data can be summarized and incorporated into their models.

Keywords: Marketing Decision Models; Marketing Researchers; Areas Of Interest (AOIs); Brand Search; Candidate Brand (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (5)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:isochp:978-3-319-56941-3_11

Ordering information: This item can be ordered from
http://www.springer.com/9783319569413

DOI: 10.1007/978-3-319-56941-3_11

Access Statistics for this chapter

More chapters in International Series in Operations Research & Management Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().