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Rosa, P. (2015). ¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor. International Journal of Psychological Research, 8(2), 91–104. https://doi.org/10.21500/20112084.1513
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The editorial board reserves the right of amendments deemed necessary in the application of the rules of publication.
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.
Resumen
El eye tracking (ET) es una técnica que se ha empleado progresivamente para estudiar la influencia de los estímulos visuales en los procesos de atención y en el comportamiento del consumidor. Los objetivos del presente artículo teórico son cuatro y se basan en una extensa revisión de la literatura. En primer lugar, se introduce una breve reseña histórica con una presentación de la evolución de los sistemas de ET. En segundo lugar, los fundamentos del ET se aclaran mediante una explicación técnica y matemática simplificada. En tercer lugar, la tríada del comportamiento, movimiento ocular y atención del consumidor se hace clara, fundamentada en el modelo teórico de la atención, interés, deseo y acción (AIDA). En cuarto lugar, se explican los indicadores oculares más utilizados en estudios de mercado. El presente artículo proporciona directrices para aquellos que tienen la intención de aplicar ET para inferir los procesos cognitivos y emocionales
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emotional processes from gazing behavior (pp.
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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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precueing of forced-choice discrimination.
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change model to consumer use of food labels.
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Image Stabilization, and Related Forms of
Stimulus Manipulation. In D. H. Kelly (Ed.),
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Applications (pp. 13–89). New York: Marcel
Dekker.
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tracker any good for research? PeerJ
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eye movements. Psychological Review, 8,
145–157.
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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
approaches. Aeroautical Engineering Review,
9(2), 24-29.
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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.
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.
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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.
R. Pomerantz (Eds.), Perceptual organization
(pp. 181–211). Hillsdale, NJ: Erlbaum.
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attention: Towards the underlying neural
circuitry. Human Neurobiology, 4, 219–227.
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Gaze-Sensitive Virtual Social Interactive
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movements as an extra cue for participants'
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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
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