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Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views

Author

Listed:
  • Peša Anita

    (University of Zadar, Departement of Economics, Ulica Mihovila Pavlinovića 1, 23000 Zadar, Croatia)

  • Valčić Marko

    (University of Zadar, Maritime Department, Ulica Mihovila Pavlinovića 1, 23000 Zadar, Croatia)

  • Smokrović Ana Maria

    (OTP banka d.d. Ulica Bleiburških žrtava 17, 23000 Zadar, Croatia)

  • Laura Izabela

    (Ulica Nikole Tesle 14 J, 23 000 Zadar, Croatia)

Abstract

Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality environments, the integration of eye tracking with other physiological measures, and the development of more sophisticated analytical techniques. By observing eye movements and fixations researchers can gain insight into the visual and cognitive processes underlying consumer choices. For this reason, a literature review of relevant studies provides a detailed synthesis of the development of eye-tracking experiments. This paper contributes to the latest findings on consumer behavior in the field of eye-tracking technology.

Suggested Citation

  • Peša Anita & Valčić Marko & Smokrović Ana Maria & Laura Izabela, 2024. "Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views," Naše gospodarstvo/Our economy, Sciendo, vol. 70(1), pages 61-70, March.
    • Handle: RePEc:vrs:ngooec:v:70:y:2024:i:1:p:61-70:n:6
    DOI: 10.2478/ngoe-2024-0006
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    More about this item

    Keywords

    Visual attention; Decision making; Eye tracking technology; Consumer behavior; Consumer choice;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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