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Rosa, P. (2015). What do your eyes say? Bridging eye movements to consumer behavior. International Journal of Psychological Research, 8(2), 91–104. https://doi.org/10.21500/20112084.1513
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To give up copyright, the authors allow that, International Journal of Psychological Research, distribute the work more broadly, check for the reuse by others and take care of the necessary procedures for the registration and administration of copyright; at the same time, our editorial board represents the interests of the author and allows authors to re-use his work in various forms. In response to the above, authors transfer copyright to the journal, International Journal of Psychological Research. This transfer does not imply other rights which are not those of authorship (for example those that concern about patents). Likewise, preserves the authors rights to use the work integral or partially in lectures, books and courses, as well as make copies for educational purposes. Finally, the authors may use freely the tables and figures in its future work, wherever make explicit reference to the previous publication in International Journal of Psychological Research. The assignment of copyright includes both virtual rights and forms of the article to allow the editorial to disseminate the work in the manner which it deems appropriate.
The editorial board reserves the right of amendments deemed necessary in the application of the rules of publication.
Abstract
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-theart 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.
References
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Rodrigues, A influência do Neuromarketing e a
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Psicosoma.
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Banović, M., Rosa, P., J., & Gamito, P. (2014). Eye of
the beholder: Visual search, attention and
product choice. In P. Gamito and P.J. Rosa, I
see me, you see me: inferring cognitive and
emotional processes from gazing behavior (pp.
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2003. pp 821–824.
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Chandon, P., Hutchinson, J., Bradlow, E., & Young, S.
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of the Number and Position of Shelf Facings on
Brand Attention and Evaluation at the Point of
Purchase. Journal of Marketing, 73(6), 1-17.
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tracker any good for research? PeerJ
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Theory and Practice (2nd ed.). London:
Springer-Verlag.
Elling, S., Lentz, L., & De Jong, M. (2011).
Retrospective think-aloud method: Using eye
movements as an extra cue for participants'
R E V I E W
INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements
Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103
102
verbalizations. Proceedings of the 2011 Annual
Conference on Human Factors in Computing
Systems, 1161- 1170. New York, USA: ACM
Ferreira, P., Rita, P., Morais, D, Rosa, P, Oliveira, J.,
Gamito, P., Santos, N., Soares, F., &
Sottomayor, C., (2011). Grabbing attention
while reading website pages: the influence of
verbal emotional cues in advertising. Journal of
Eye Tracking, Visual Cognition and Emotion,
1(1), 64-68.
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of aircraft pilots during instrument-landing
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2004. Contribution of con photoreceptors and
post-receptoral mechanisms to the human
photopic electroretinogram. Journal of
Physiology, 556, 819–843.
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inferring cognitive and emotional processes
from gazing behavior. Newcastle upon Tyne:
Cambridge Scholars Publishing.
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interface evaluation using eye movements:
Methods and constructs. International Journal
of Industrial Ergonomics, 24, 631-645.
Goldberg, H. J., & Wichansky, A. M. (2003). Eye
Tracking in usability evaluation: A practitioner’s
guide. In J. Hyönä, R. Radach, & H. Deubel
(Eds.), The mind's eye: Cognitive and applied
aspects of eye movement research (pp. 493-
516). Amsterdam: Elsevier.
Hess, E. H. (1972). Pupillometrics: A method of
studying mental, emotional, and sensory
processes. In N. S. Greenfield, & R. A.
Sternbach (Eds.), Handbook of
Psychophysiology (pp. 491-531). New York:
Holt, Rinehart & Winston.
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R., Jarodzka, H., & Van de Weijer, J. (2011).
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methods and measures. Oxford, UK: Oxford
University Press.
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physiology and psychology of reading.
American Journal of Psychology, 9, 575-586.
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& Lehtinen, M. (2008). Gaze Path Stimulation
in Retrospective Think-Aloud. Journal of Eye
Movement Research, 2(4), 1-18.
Jacob, R. J. K., & Karn, K. S. (2003). Eye Tracking in
Human-Computer Interaction and usability
research: Ready to deliver the promises, In J.
Hyönä, R. Radach, & H. Deubel (Eds.), The
mind's eye: Cognitive and applied aspects of
eye movement research (pp. 573-605).
Amsterdam: Elsevier.
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New York, NY: Henry Holt & Co.
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in Computing Systems (pp. 923–928). New
York, NY, USA: ACM.
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introduction to a series of studies with eye
movements by means of Kinetoscopic
photografs. Psychological Review, Monograph
supplements, 7, 1-16
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cognitive processes. Cognitive Psychology, 8,
441-480.
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reading: From eye fixations to
comprehension. Psychological Review, 87(4),
329-354.
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organization and attention. In M. Kubovy & J.
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https://peerj.com/preprints/585v1.pdf
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Psychology, 9, 572–574.
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145–157.
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Retrospective think-aloud method: Using eye
movements as an extra cue for participants'
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INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements
Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103
102
verbalizations. Proceedings of the 2011 Annual
Conference on Human Factors in Computing
Systems, 1161- 1170. New York, USA: ACM
Ferreira, P., Rita, P., Morais, D, Rosa, P, Oliveira, J.,
Gamito, P., Santos, N., Soares, F., &
Sottomayor, C., (2011). Grabbing attention
while reading website pages: the influence of
verbal emotional cues in advertising. Journal of
Eye Tracking, Visual Cognition and Emotion,
1(1), 64-68.
Fitts, P., Jones, R., & Milton, J., (1950). Eye movements
of aircraft pilots during instrument-landing
approaches. Aeroautical Engineering Review,
9(2), 24-29.
Friedburg, C., Allen, C.P., Mason, P.J., Lamb, T.D.,
2004. Contribution of con photoreceptors and
post-receptoral mechanisms to the human
photopic electroretinogram. Journal of
Physiology, 556, 819–843.
Gamito, P. & Rosa, P.J. (2014). I see me, you see me:
inferring cognitive and emotional processes
from gazing behavior. Newcastle upon Tyne:
Cambridge Scholars Publishing.
Goldberg, H. J., & Kotval, X. P. (1999). Computer
interface evaluation using eye movements:
Methods and constructs. International Journal
of Industrial Ergonomics, 24, 631-645.
Goldberg, H. J., & Wichansky, A. M. (2003). Eye
Tracking in usability evaluation: A practitioner’s
guide. In J. Hyönä, R. Radach, & H. Deubel
(Eds.), The mind's eye: Cognitive and applied
aspects of eye movement research (pp. 493-
516). Amsterdam: Elsevier.
Hess, E. H. (1972). Pupillometrics: A method of
studying mental, emotional, and sensory
processes. In N. S. Greenfield, & R. A.
Sternbach (Eds.), Handbook of
Psychophysiology (pp. 491-531). New York:
Holt, Rinehart & Winston.
Holmqvist, K., Nyström, M., Andersson, R., Dewhurst,
R., Jarodzka, H., & Van de Weijer, J. (2011).
Eye Tracking: a comprehensive guide to
methods and measures. Oxford, UK: Oxford
University Press.
Huey, E. B. (1898). Preliminary experiments in the
physiology and psychology of reading.
American Journal of Psychology, 9, 575-586.
Hyrskykari, A., Ovaska, S., Majaranta, P., Räihä, K.-J.
& Lehtinen, M. (2008). Gaze Path Stimulation
in Retrospective Think-Aloud. Journal of Eye
Movement Research, 2(4), 1-18.
Jacob, R. J. K., & Karn, K. S. (2003). Eye Tracking in
Human-Computer Interaction and usability
research: Ready to deliver the promises, In J.
Hyönä, R. Radach, & H. Deubel (Eds.), The
mind's eye: Cognitive and applied aspects of
eye movement research (pp. 573-605).
Amsterdam: Elsevier.
James, W. (1890). The principles of Psychology (Vol 1).
New York, NY: Henry Holt & Co.
Javal, L.(1878). Essai sur la physiologie de la lecture.
Annales d'Oculistique, 79, 97-117.
Johansen, S. A., & Hansen, J. P. (2006). Do We Need
Eye Trackers to Tell Where People Look? In
CHI ’06 Extended Abstracts on Human Factors
in Computing Systems (pp. 923–928). New
York, NY, USA: ACM.
Judd, C., McAlliste, C. & Steel, W. (1905). General
introduction to a series of studies with eye
movements by means of Kinetoscopic
photografs. Psychological Review, Monograph
supplements, 7, 1-16
Just, M. A. & Carpenter, P. A. (1976). Eye fixations and
cognitive processes. Cognitive Psychology, 8,
441-480.
Just, M. A. & Carpenter, P. A. (1980). A theory of
reading: From eye fixations to
comprehension. Psychological Review, 87(4),
329-354.
Kahneman, D., & Henik, A. (1981). Perceptual
organization and attention. In M. Kubovy & J.
R. Pomerantz (Eds.), Perceptual organization
(pp. 181–211). Hillsdale, NJ: Erlbaum.
Koch, C., & Ullman, S. (1985). Shifts in selective visual
attention: Towards the underlying neural
circuitry. Human Neurobiology, 4, 219–227.
Lahiri, U., Warren, Z., & Sarkar, N. (2011). Design of a
Gaze-Sensitive Virtual Social Interactive
System for Children With Autism. Neural
Systems and Rehabilitation Engineering, IEEE
Transactions on, 19(4), 443–452.
Land, M. (1999). Motion and vision: why animals move
their eyes. Journal of Comparative Physiology
A, 185, 341–352.
Land, M., & Hayhoe, M. (2001). In what ways do eye
movements contribute to everyday activities.
Vision Research, 41, 3559–3565.
Mele, M., & Federici S. (2012) Gaze and eye-tracking
solutions for psychological research. Cognitive
Processing,, 13(1), 261-165
Moore, G. (1965). Cramming more components onto
integrated circuits. Electronics, 38(8), 114-117.
Morin, E. (1987). O método III: o conhecimento do
conhecimento. Lisboa: Europa-América.
Nummenmaa, L., Hyönä, J., & Calvo, M. G. (2006). Eye
movement assessment of selective attentional
R E V I E W
INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements
Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103
103
capture by emotional pictures. Emotion, 6(2),
257–68.
Öhman, A., Flykt, A., & Esteves, F. (2001). Emotion
drives attention: Detecting the snake in the
grass. Journal of Experimental Psychology:
General, 130(3), 466-478.
Paivio, A. (1991). Dual Coding Theory: Retrospect and
current status. Canadian Journal of
Psychology, 45(3), 255-287.
Partala, T., & Surakka, V. (2003). Pupil Size Variation
as an Indication of Affective Processing.
International Journal of Human Computer
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