Overview of the Use of Eye-Tracking Technology for Monitoring Consumer Views
Anita Peša,
Marko Valčić,
Ana Maria Smokrović
et al.
Abstract:Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality environments, the integration of eye tracking with other physiological measures, and the development of more sophisticated analytical techniques. By observing eye movements and fixations researchers can gain insight into the vis… Show more
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