Understanding Consumer Behavior Through Eye-Tracking

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Author(s): H. Serhat Cerci (Selcuk University, Turkey)and A. Selcuk Koyluoglu (Selcuk University, Turkey)
Copyright: 2020
Pages: 17
Source title: Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Source Author(s)/Editor(s): Dincer Atli (Uskudar University, Turkey)
DOI: 10.4018/978-1-7998-3126-6.ch004

Keywords: Business Science Reference / Consumer Behavior / Knowledge Management and Library Science / Marketing

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Abstract

The purpose of this chapter, which is designed to measure where and how the consumer focuses in an advertising brochure, which visual is more striking, and how much eye strain (twitch) it takes, is to measure the density and visual attention of the eyes through the eye-tracking device during the individual examination. For this study, an experimental laboratory for neuromarketing research was used. After watching the videos and images of the participants in the eye-tracking module, the general evaluations were taken to determine what they remembered, and a comparison opportunity was born. According to the findings, logos, and photographs are more effective than texts. Viewers read large text and skip small text. Suggestions for future research are presented in the chapter.

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Understanding Consumer Behavior Through Eye-Tracking

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