IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-81962-9_18.html
   My bibliography  Save this book chapter

Analysis of Consumer Behavior Through Eye-Tracking Monitoring

Author

Listed:
  • Despoina Taskoudi

    (International Hellenic University)

  • Evangelos Kehris

    (International Hellenic University)

  • George Karavasilis

    (International Hellenic University)

  • Vasiliki Vrana

    (International Hellenic University)

Abstract

Eye tracking technology is valuable in consumer behavior research, as it offers measurements of visual attention, which are crucial for understanding purchasing decisions. Previous studies suggest that consumers’ gaze plays a critical role in preference formation. However, inconsistencies in findings highlight the need for further investigation. This paper aims to examine gaze behavior, including fixation duration, gaze transitions, and saccades, in the context of product placement. Using the Gaze Recorder application, the study reveals that participants initially focus on the left side of a screen, indicating a preference that marketers can exploit by placing key products there. Additionally, the right side, where participants end their viewing, is ideal for high-impact content to leave a lasting impression. The findings emphasize the complexity of interpreting visual attention and the necessity of complementary methods to fully understand consumer behavior and decision-making.

Suggested Citation

  • Despoina Taskoudi & Evangelos Kehris & George Karavasilis & Vasiliki Vrana, 2025. "Analysis of Consumer Behavior Through Eye-Tracking Monitoring," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-81962-9_18
    DOI: 10.1007/978-3-031-81962-9_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-81962-9_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.