1 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University2 Department of Marketing, Monash University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Issues and developments
This session will concentrate on the use of eyetracking for studying consumer decision making research in marketing. Eyetracking has been applied in marketing since the early 90s but only more recently the use of this technology has started to increase, due to lower cost and greater user friendliness of eyetracking equipment. Eyetracking, or the monitoring of eye movements, is of interest because eye movements indicate where consumers focus their attention when searching for information and making their purchase decisions. There are several marketing academics in Australia/ NZ who have started to use eyetracking but there has been little communication among them while overseas this field is developing rapidly. The recent Inaugural Australian Eyetrack Conference, held in May in Noosa (CQ University), attracted about 60 delegates from various disciplines but only few were from marketing. The present session will discuss issues and recent progress in eyetracking studies in relation to studies of consumer decision making, especially in relation to decision making as studied in discrete choice experiments. The session will facilitate the sharing of experiences and thereby help develop the level of expertise in our region, in accordance with the conference theme. Whereas the eyetracking methodology, and descriptive eyetracking outputs such as heat maps, are very appealing, there seems relatively little understanding in our discipline of how eyetracking studies should be conducted and interpreted. There is a risk that ‘naïve’ applications will result in wrong conclusions that undermine the reputation of this method, and the discipline. The session will therefore address some basic but key questions about the application of eyetracking to the study of consumer decision making. In particular, presentations in the session will demonstrate and address the benefits and problems of using eyetracking in consumer decision research, issues around how to use eyetracking devices, how to plan eye tracking studies, how to control for potential interactions between bottom-up and top-down effects on attention, how to code eyetracking data and how to extract variables relevant for marketing applications, how to interpret eyetracking findings and last but not least, what insights have been gained from recent research by the presenters that used eyetracking methodologies.