Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment

Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment In the retail environment, attention is requisite to purchase, attention being the collection and assessment of stimuli from our senses (visual stimuli are generally the most important) for cognitive processing according to the needs of the moment. Visual attention is easily and affordably measured today using eye tracking technology. This paper reviews the “state of play” of the use of eye tracking technology as a research tool in retail and retail marketing. The review is timely as during the last decade many non-proprietary eye tracking studies have been published in marketing, consumer behavior, and retail journals, and additional work is expected as the technology gains adoption in consumer research. We reviewed studies that contributed to an understanding of consumer behavior in the gold standard of consumer interface: the retail store. The goal of the paper is to provide a synthesis of retail-focused eye tracking study findings. We present the managerial and theoretical significance of the research as well as an agenda that considers the use of eye tracking from pre-shopping through point of sale. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.03.006
Publisher site
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Abstract

In the retail environment, attention is requisite to purchase, attention being the collection and assessment of stimuli from our senses (visual stimuli are generally the most important) for cognitive processing according to the needs of the moment. Visual attention is easily and affordably measured today using eye tracking technology. This paper reviews the “state of play” of the use of eye tracking technology as a research tool in retail and retail marketing. The review is timely as during the last decade many non-proprietary eye tracking studies have been published in marketing, consumer behavior, and retail journals, and additional work is expected as the technology gains adoption in consumer research. We reviewed studies that contributed to an understanding of consumer behavior in the gold standard of consumer interface: the retail store. The goal of the paper is to provide a synthesis of retail-focused eye tracking study findings. We present the managerial and theoretical significance of the research as well as an agenda that considers the use of eye tracking from pre-shopping through point of sale.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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