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Eye Movements During Search and Choice

In: Handbook of Marketing Decision Models

Author

Listed:
  • Ralf van der Lans

    (Hong Kong University of Science and Technology)

  • Michel Wedel

    (University of Maryland College Park)

Abstract

The last decade has seen an increasing interest in marketing in the use of modern eye-tracking equipment for developing and testing theories of search and choice. This chapter reviews this development and provides a framework that assists marketing researchers in collecting and processing eye tracking data and incorporating that data into marketing decision models. The authors demonstrate how eye movement data is collected using modern eye-tracking equipment, and how such data relates to underlying visual processes. The chapter discusses key eye-tracking measures and illustrates how such measures can be integrated into decision models of search and choice. This chapter provides useful insights for researchers interested in setting up eye-tracking experiments, as well as for researchers interested in understanding how such data can be summarized and incorporated into their models.

Suggested Citation

  • Ralf van der Lans & Michel Wedel, 2017. "Eye Movements During Search and Choice," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 331-359, Springer.
    • Handle: RePEc:spr:isochp:978-3-319-56941-3_11
    DOI: 10.1007/978-3-319-56941-3_11
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    Citations

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    Cited by:

    1. Sheng, Xiaojing & Felix, Reto & Saravade, Swapnil & Siguaw, Judy A. & Ketron, Seth C. & Krejtz, Krzysztof & Duchowski, Andrew T., 2020. "Sight unseen: The role of online security indicators in visual attention to online privacy information," Journal of Business Research, Elsevier, vol. 111(C), pages 218-240.
    2. Laski, Joseph & Brunault, Charles A. & Schmidt, Rebecca & Ryu, Seung Cheol, 2020. "An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing," Journal of Business Research, Elsevier, vol. 111(C), pages 148-162.
    3. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    4. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    5. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.

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