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.
|Title of host publication||Proceedings of Measuring Behavior 2010, 24-27 August 2010, Eindhoven, The Netherlands|
|Editors||A.J. Spink, F. Grieco, O.E. Krips, L.W.S. Loijens, L.P.J.J. Noldus, P.H. Zimmermann|
|Place of Publication||Eindhoven, The Netherlands|
|Publication status||Published - 2010|
|Event||Measuring Behavior 2010 - |
Duration: 24 Aug 2010 → 27 Aug 2010
|Conference||Measuring Behavior 2010|
|Period||24/08/10 → 27/08/10|
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.