Marketing and Eye-tracking Machines: Research Opportunities for an Affordable Tool
Now that prices for eye-tracking machines have dropped to the point that many marketing researchers may afford them, there are many opportunities to conduct this type of Human-Computer Interaction (HCI) study with direct applications for marketing. This study briefly summarizes the limited literature on eye-tracking research as it applies to marketing and discusses marketing research opportunities using eye-tracking machines.
Gentry, L. (2007). Marketing and Eye-tracking Machines: Research Opportunities for an Affordable Tool. Journal of International Management Studies.
Business and Information Technology
Keywords and Phrases
HCI; Eye-Tracking; Visual Marketing; Human-computer interaction; Marketing research
Article - Journal
© 2007 Journal of International Management Studies, All rights reserved.