IDEAS home Printed from https://ideas.repec.org/a/ehu/cuader/55441.html
   My bibliography  Save this article

Discovering prominent themes of the application of eye tracking technology in marketing research

Author

Listed:
  • Muñoz Leiva, Francisco
  • Rodríguez López, María Eugenia
  • García Martí, Bárbara

Abstract

[EN] This study shows the main results of a bibliometric analysis of academic research that has applied eye tracking technology in the marketing discipline, drawing from 923 documents extracted from the WoS bibliographic data-base. The aims of the study are to (i) identify the structure of the relationships between past and current research topics, (ii) provide a longitudinal perspective on eye tracking as a research tool for academics, covering the period 1992-2020, and (iii) identify emerging research trends for the future. Among other results, we find that the eye tracking methodology has been applied in marketing research particularly over the last decade due to scholarly interest in studying the visual attention of consumers and users in behavioral studies. More broadly, over the last 30 years, there are five major thematic areas identified: (a) brand-attention-modeling, (b) eye tracking-movements-communication, (c) web-online, (d) HCI-gaze-perception and (e) choice-labeling. The work is the first to identify the structure of the relationships between past and current research topics, and to predict future research trends in the marketing scholarship applying eye tracking as a research tool. Some limitations and potential future research themes are discussed at the end of the paper.

Suggested Citation

  • Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:55441
    as

    Download full text from publisher

    File URL: https://addi.ehu.es/handle/10810/55441
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ying Yang & Mingzhi Wu & Lei Cui, 2012. "Integration of three visualization methods based on co-word analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 90(2), pages 659-673, February.
    2. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    3. M.J. Cobo & A.G. López‐Herrera & E. Herrera‐Viedma & F. Herrera, 2012. "SciMAT: A new science mapping analysis software tool," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(8), pages 1609-1630, August.
    4. Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.
    5. Henry Small, 1973. "Co‐citation in the scientific literature: A new measure of the relationship between two documents," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 24(4), pages 265-269, July.
    6. Leon Zurawicki, 2010. "Exploring the Brain," Springer Books, in: Neuromarketing, chapter 0, pages 1-53, Springer.
    7. Erjia Yan & Ying Ding, 2010. "Weighted citation: An indicator of an article's prestige," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 61(8), pages 1635-1643, August.
    8. Wolfgang Glänzel, 2015. "Bibliometrics-aided retrieval: where information retrieval meets scientometrics," Scientometrics, Springer;Akadémiai Kiadó, vol. 102(3), pages 2215-2222, March.
    9. M.J. Cobo & A.G. López-Herrera & E. Herrera-Viedma & F. Herrera, 2012. "SciMAT: A new science mapping analysis software tool," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(8), pages 1609-1630, August.
    10. Cobo, M.J. & López-Herrera, A.G. & Herrera-Viedma, E. & Herrera, F., 2011. "An approach for detecting, quantifying, and visualizing the evolution of a research field: A practical application to the Fuzzy Sets Theory field," Journal of Informetrics, Elsevier, vol. 5(1), pages 146-166.
    11. van Eck, N.J.P. & Waltman, L., 2009. "How to Normalize Co-Occurrence Data? An Analysis of Some Well-Known Similarity Measures," ERIM Report Series Research in Management ERS-2009-001-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    12. del Barrio-García, Salvador & Muñoz-Leiva, Francisco & Golden, Linda, 2020. "A review of comparative advertising research 1975–2018: Thematic and citation analyses," Journal of Business Research, Elsevier, vol. 121(C), pages 73-84.
    13. Erjia Yan & Ying Ding, 2010. "Weighted citation: An indicator of an article's prestige," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 61(8), pages 1635-1643, August.
    14. Leone, Robert P. & Robinson, Larry M. & Bragge, Johanna & Somervuori, Outi, 2012. "A citation and profiling analysis of pricing research from 1980 to 2010," Journal of Business Research, Elsevier, vol. 65(7), pages 1010-1024.
    15. Thales S. Teixeira & Michel Wedel & Rik Pieters, 2010. "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," Marketing Science, INFORMS, vol. 29(5), pages 783-804, 09-10.
    16. Nees Jan van Eck & Ludo Waltman, 2009. "How to normalize cooccurrence data? An analysis of some well‐known similarity measures," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(8), pages 1635-1651, August.
    17. Waltman, Ludo, 2016. "A review of the literature on citation impact indicators," Journal of Informetrics, Elsevier, vol. 10(2), pages 365-391.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ying Huang & Wolfgang Glänzel & Lin Zhang, 2021. "Tracing the development of mapping knowledge domains," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(7), pages 6201-6224, July.
    2. Shashi & Piera Centobelli & Roberto Cerchione & Amit Mittal, 2021. "Managing sustainability in luxury industry to pursue circular economy strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 432-462, January.
    3. Babak Amiri & Ramin Karimianghadim & Navid Yazdanjue & Liaquat Hossain, 2021. "Research topics and trends of the hashtag recommendation domain," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(4), pages 2689-2735, April.
    4. Livio Cricelli & Michele Grimaldi & Silvia Vermicelli, 2022. "Crowdsourcing and open innovation: a systematic literature review, an integrated framework and a research agenda," Review of Managerial Science, Springer, vol. 16(5), pages 1269-1310, July.
    5. Mikel Alayo & Txomin Iturralde & Amaia Maseda & Gloria Aparicio, 2021. "Mapping family firm internationalization research: bibliometric and literature review," Review of Managerial Science, Springer, vol. 15(6), pages 1517-1560, August.
    6. Yao, Ye & Du, Huibin & Zou, Hongyang & Zhou, Peng & Antunes, Carlos Henggeler & Neumann, Anne & Yeh, Sonia, 2023. "Fifty years of Energy Policy: A bibliometric overview," Energy Policy, Elsevier, vol. 183(C).
    7. Jingyuan Yu & Juan Muñoz-Justicia, 2020. "A Bibliometric Overview of Twitter-Related Studies Indexed in Web of Science," Future Internet, MDPI, vol. 12(5), pages 1-18, May.
    8. Forliano, Canio & De Bernardi, Paola & Yahiaoui, Dorra, 2021. "Entrepreneurial universities: A bibliometric analysis within the business and management domains," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    9. Gaviria-Marin, Magaly & Merigó, José M. & Baier-Fuentes, Hugo, 2019. "Knowledge management: A global examination based on bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 194-220.
    10. Perianes-Rodriguez, Antonio & Waltman, Ludo & van Eck, Nees Jan, 2016. "Constructing bibliometric networks: A comparison between full and fractional counting," Journal of Informetrics, Elsevier, vol. 10(4), pages 1178-1195.
    11. A. Velez-Estevez & P. García-Sánchez & J. A. Moral-Munoz & M. J. Cobo, 2022. "Why do papers from international collaborations get more citations? A bibliometric analysis of Library and Information Science papers," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(12), pages 7517-7555, December.
    12. Batista-Canino, Rosa M. & Santana-Hernández, Lidia & Medina-Brito, Pino, 2024. "A holistic literature review on entrepreneurial Intention: A scientometric approach," Journal of Business Research, Elsevier, vol. 174(C).
    13. Eva-María Mora-Valentín & Marta Ortiz-de-Urbina-Criado & Juan-José Nájera-Sánchez, 2018. "Mapping the conceptual structure of science and technology parks," The Journal of Technology Transfer, Springer, vol. 43(5), pages 1410-1435, October.
    14. Andrés Nova-Reyes & Francisco Muñoz-Leiva & Teodoro Luque-Martínez, 2020. "The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    15. Xiaoguang Wang & Qikai Cheng & Wei Lu, 2014. "Analyzing evolution of research topics with NEViewer: a new method based on dynamic co-word networks," Scientometrics, Springer;Akadémiai Kiadó, vol. 101(2), pages 1253-1271, November.
    16. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    17. Paola Bernardi & Alberto Bertello & Canio Forliano & Ludovico Bullini Orlandi, 2022. "Beyond the “ivory tower”. Comparing academic and non-academic knowledge on social entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 18(3), pages 999-1032, September.
    18. Pereira, Vijay & Bamel, Umesh & Temouri, Yama & Budhwar, Pawan & Del Giudice, Manlio, 2023. "Mapping the evolution, current state of affairs and future research direction of managing cross-border knowledge for innovation," International Business Review, Elsevier, vol. 32(2).
    19. Dejian Yu & Libo Sheng & Shunshun Shi, 2023. "A retrospective analysis of Journal of Forecasting: From 1982 to 2019," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 42(4), pages 1008-1035, July.
    20. Luís Farinha & João Renato Sebastião & Carlos Sampaio & João Lopes, 2020. "Social innovation and social entrepreneurship: discovering origins, exploring current and future trends," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(1), pages 77-96, March.

    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:ehu:cuader:55441. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Alcira Macías Redondo (email available below). General contact details of provider: https://edirc.repec.org/data/ieahues.html .

    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.