Knowledge Tree
Eye-tracking
Also known as: ET, Eye-tracking technology, eye-tracking technology
Facts (53)
Sources
Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 41 facts
claimPupil dilation is proportional to the strength of emotional arousal, allowing eye tracking to be used as a method for capturing emotional arousal levels.
referenceZamith et al. (2025) utilized galvanic skin response (GSR) and eye-tracking (ET) to measure advertisement effectiveness.
referenceBoscolo et al. (2021) utilized eye-tracking (ET) to study gender-based preferences for advertisements.
referenceG. Fattobene, L. Gregori, G. L. Pepa, et al. (2022) conducted an eye-tracking study exploring the relationships between the perception of product quality, product ratings, and consumers' personality traits, published in the Journal of Neuroscience, Psychology, and Economics.
referenceZamith et al. (2025) utilized GSR and eye tracking (ET) to study consumer behavior across pre-purchase, purchase, and post-purchase stages, with a focus on affective responses.
referenceSavelli et al. (2022) utilized implicit priming tests, eye-tracking, electroencephalography (EEG), questionnaires, and focus groups to study communication strategies for the food and tourism industry.
referenceŠola et al. (2024) utilized eye-tracking (ET) to study online customer reviews.
referenceGarczarek-Bak et al. (2021) utilized electroencephalography (EEG), electrodermal activity (EDA), and eye-tracking (ET) to predict brand choice.
referenceHamelin et al. (2020) utilized eye tracking (ET), facial analysis, GSR, and questionnaires to study the Elaboration Likelihood Model (ELM) and Heuristic Systematic Model (HSM) across pre-purchase, purchase, and post-purchase stages.
referenceCirović et al. (2024) utilized Aristotelian persuasion theory in a study combining EEG, eye-tracking (ET), and questionnaires.
procedureEye tracking technology operates by directing near-infrared light toward the pupils, which creates visible reflections in the cornea that are then tracked.
referenceSavelli et al. (2022) applied signaling theory in a study using implicit priming tests, eye-tracking, EEG, questionnaires, and focus groups.
referenceLee et al. (2007) demonstrated that techniques such as eye-tracking, fMRI, and EEG reveal neural triggers that influence consumer preferences and intentions.
claimIntegrating eye-tracking with electroencephalography (EEG) allows researchers to link visual attention to brain activity, helping identify which elements of a product or advertisement influence purchase intent.
claimEye-tracking identifies visual attention and engagement in consumers.
referenceRúa-Hidalgo et al. (2021) utilized facial expression analysis (FAC), galvanic skin response (GSR), and eye-tracking (ET) to study social media marketing.
claimIntegrating multiple neuroimaging techniques, such as fMRI, EEG, and eye-tracking, allows researchers to simultaneously capture neural, physiological, and attentional data to provide a more holistic view of the consumer decision-making process.
claimNeuroscientific techniques such as EEG, fMRI, and eye-tracking can evaluate consumer behavior across decision-making stages, including need recognition, evaluation, and post-purchase, by measuring real-time neural responses.
claimApplying deep learning models to multimodal data, including brain signals, eye-tracking, facial expressions, and physiological indicators, enables more accurate prediction of consumer purchasing decisions, preferences, and emotional reactions.
referenceHamelin et al. (2020) utilized eye-tracking (ET), facial expression analysis, and galvanic skin response (GSR) to study storytelling and pro-environment attitude change.
referenceŠola et al. (2025) utilized eye-tracking (ET) to study political campaigns.
referenceFondevila i Gascón et al. (2020) and Pozharliev et al. (2022a,b) utilized electrodermal activity (EDA), eye-tracking (ET), and electroencephalography (EEG) to study influencer marketing.
referenceŠola et al. (2022) report that advertising previews on Online Social Networks (OSN) are measured using eye-tracking, facial expression analysis, and implicit response measures.
referencePozharliev et al. (2022a,b) utilized the Behavioral Activation System (BAS), Behavioral Inhibition System (BIS), dual coding theory, and the social media influencer value model (SMIV) in a study using eye-tracking (ET) and EEG.
referenceKaklauskas et al. (2022) conducted a study using TMS, fMRI, fEMG, and eye-tracking (ET).
referenceŠola et al. (2022) utilized cognitive processing, associative learning, and unconscious processing theories in a study using eye-tracking, facial expression analysis, and IRT.
claimEye tracking records eye position (gaze point) and movement on a 2D screen or in 3D environments by using optical tracking of corneal reflections.
referenceRecent neuromarketing research includes studies by Tan and Lee (2024) using fMRI and questionnaires; Ülker et al. (2025) using GSR, PPG, and questionnaires; Xu and Liu (2024) using EEG; Zhang et al. (2024) using fMRI and questionnaires to study consumer wellbeing; Adalarasu et al. (2025) using EEG and questionnaires to study emotional intelligence; Khubchandani and Raman (2025) using eye-tracking (ET) and questionnaires to study SOR Theory; Lopez-Navarro et al. (2025) using EEG, EDA, and questionnaires to study perception; Marques et al. (2025) using EDA and FEA to study the Elaboration Likelihood Model (ELM); Šola et al. (2025) using eye-tracking (ET) to study the Technology Acceptance Model (TAM); and Yu et al. (2025) using fNIRS to study anthropomorphism and pro-social behavior.
referenceRúa-Hidalgo et al. (2021) utilized facial analysis (FAC), GSR, and eye tracking (ET) to study Emotional Assessment Theory across pre-purchase, purchase, and post-purchase stages.
referenceKhubchandani and Raman (2025) utilized eye-tracking (ET) to study food ordering.
referenceBoscolo et al. (2021) utilized eye tracking (ET) and questionnaires to study the AIDA Model across pre-purchase, purchase, and post-purchase stages.
referenceYüksel (2023) utilized eye-tracking (ET) to study e-commerce.
referenceZahmati et al. (2023) conducted an eye-tracking study to determine how the popularity and gender of endorsers affect audience attention on advertisements.
referenceUsman, Khalid, Tanveer, Imran, and Zubair (2025) developed a multimodal consumer choice prediction model using EEG signals and eye tracking.
claimEye tracking is frequently complemented by other biometric sensors to provide a more comprehensive understanding of behavior by identifying when and which cognitive and emotional responses are activated.
referenceZahmati et al. (2023) utilized eye-tracking (ET) to study advertisement effectiveness and endorsement.
claimMarketing and consumer research increasingly utilize non-neurometric techniques, including Eye Tracking, Galvanic Skin Response, Facial Action Coding, facial EMG, Heart Rate, and Infrared Thermography, to understand consumer decision-making processes.
referenceCirović et al. (2024) utilized electroencephalography (EEG) and eye-tracking (ET) to study environmentally sustainable marketing communication.
referenceJuárez-Varón et al. (2023) utilized eye-tracking (ET) to study fashion.
referencePascucci et al. (2022) applied cue utilization theory and the five-factor model in a study using eye-tracking (ET) and questionnaires.
referenceKaklauskas et al. (2022) utilized transcranial magnetic stimulation (TMS), functional magnetic resonance imaging (fMRI), facial electromyography (fEMG), and eye-tracking (ET) to study decision making.
Marketing and Consumer Psychology - iResearchNet business-psychology.iresearchnet.com 5 facts
measurementCenter-shelf items sell 30% more than bottom-shelf items according to eye-tracking studies in consumer psychology.
claimNeuromarketing combines consumer psychology and neuroscience to identify subconscious triggers for buying behavior using tools like fMRI and eye-tracking, as noted by Plassmann et al. (2012).
claimA retailer increased sales by 15% by adjusting shelf displays based on eye-tracking gaze data.
referenceMichel Wedel and Rik Pieters published 'A review of eye-tracking research in marketing' in the Review of Marketing Research in 2008, which summarizes the use of eye-tracking technology to study consumer attention.
measurementEye-tracking research indicates that shoppers look at bold logos 30% longer than other elements, which influences product placement strategies, such as positioning cereal box mascots to stare directly at the consumer, according to Wedel & Pieters (2008).
Can behavioral economics inform the ad research process? | Articles quirks.com Jan 1, 2014 4 facts
claimNew scientific techniques in advertising research, such as brain wave measurement, brain image scans, facial response analysis, eye-tracking, heart rate monitoring, skin conductance measurement, and response latency, claim to reveal how advertising exerts influence on the unconscious mind.
claimEye-tracking technology identifies where a viewer is focused on a screen, but it does not reveal the internal brain activity occurring while the eye is looking.
claimSands Research utilizes a combination of brain wave measurement and eye-tracking to research in-store advertising.
claimOnline cameras for eye-tracking and facial response coding are currently two of the most prominent areas of innovation in advertising research.
Adversarial testing of global neuronal workspace and ... - Nature nature.com Apr 30, 2025 1 fact
procedureEye-tracking data processing for Eyelink involved segmenting gaze and pupil data, excluding trials with missing data, detecting blinks using the Hershman algorithm, and removing blinks with 200-ms padding.
Development of Behavioral Economics - NCBI - NIH ncbi.nlm.nih.gov 1 fact
referenceFiedler and Glöckner analyzed the dynamics of decision making in risky choices using eye-tracking technology in a 2012 study.
Managerial marketing and behavioral marketing: when myths about ... link.springer.com Feb 28, 2023 1 fact
referenceHummel et al. (2018) provide examples of digital nudging approaches that control for whether a nudge is perceived by the user, such as through eye tracking.