Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
International Journal of Psychological Research
Ano (publicação definitiva)
2015
Língua
Inglês
País
Colômbia
Mais Informação
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Títulos Alternativos
(Espanhol/Castelhano) ¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor
Abstract/Resumo
Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the "fresh" state-of-the-art eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes.
Agradecimentos/Acknowledgements
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Palavras-chave
Classificação Fields of Science and Technology
- Psicologia - Ciências Sociais
Registos de financiamentos
Referência de financiamento | Entidade Financiadora |
---|---|
UID/PSI/03125/2013 | Fundação para a Ciência e a Tecnologia |