Eye Tracking in Marketing Research: A Review of Recent Available Literature

Magdalena Borys
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Magdalena Borys: Lublin University of Technology, Poland

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Abstract: Eye tracking is increasingly used as a research tool in different area to examine the visual attraction of subject. This paper introduces the basics of eye-movements technology and shows on-going trends and technical challenges of employing eye tracking method into research. It presents the state of the art from the available literature on eye tracking in marketing research. The analysis of literature was performed by means of a systematic review, a way of assessing and interpreting all recently available research in given area. The analysis shows the most popular approaches of eye tracking employment especially in areas such as digital marketing, online advertising or shopper marketing. It pointed out the most relevant metrics and illustrated their advantages and disadvantages with references to other works. The presented work consolidates recent findings in the field and serves as a resourceful guide for online and traditional marketers for future research planning and development.

Keywords: marketing; eye tracking; eye tracking metrics (search for similar items in EconPapers)
Date: 2014
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