Is Eye tracking an effective experimental tool for capturing consumers attention?

S.E. Bialkova, J.C.M. van Trijp

Research output: Chapter in Book/Report/Conference proceedingConference paper

Abstract

Understanding how consumers pay attention to information and extract meaning is crucially important in credence attributes such as health, and sustainability. Hence there is a need to develop appropriate measures for adequately capturing whether and how consumers pay attention to particular information. The current study discusses Eyetracking methodology as an effective experimental tool for capturing consumers attention in shopping situations and thus a promising approach for exploring consumer behavior.
Original languageEnglish
Title of host publicationProceedings of Measuring Behavior 2010, 24-27 August 2010, Eindhoven, The Netherlands
EditorsA.J. Spink, F. Grieco, O.E. Krips, L.W.S. Loijens, L.P.J.J. Noldus, P.H. Zimmermann
Place of PublicationEindhoven, The Netherlands
Pages498-498
Publication statusPublished - 2010
EventMeasuring Behavior 2010 -
Duration: 24 Aug 201027 Aug 2010

Conference

ConferenceMeasuring Behavior 2010
Period24/08/1027/08/10

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  • Cite this

    Bialkova, S. E., & van Trijp, J. C. M. (2010). Is Eye tracking an effective experimental tool for capturing consumers attention? In A. J. Spink, F. Grieco, O. E. Krips, L. W. S. Loijens, L. P. J. J. Noldus, & P. H. Zimmermann (Eds.), Proceedings of Measuring Behavior 2010, 24-27 August 2010, Eindhoven, The Netherlands (pp. 498-498). Eindhoven, The Netherlands.