Abstract
Technological advances in eye tracking methodology have made it possible to unobtrusively measure consumer visual attention during the shopping process. Mobile eye tracking in field settings however has several limitations, including a highly cumbersome data coding process. In addition, field settings allow only limited control of important interfering variables. The present paper argues that virtual reality can provide an alternative setting that combines the benefits of mobile eye tracking with the flexibility and control provided by lab experiments. The paper first reviews key advantages of different eye tracking technologies as available for desktop, natural and virtual environments. It then explains how combining virtual reality settings with eye tracking provides a unique opportunity for shopper research in particular regarding the use of augmented reality to provide shopper assistance.
| Original language | English |
|---|---|
| Pages (from-to) | 445-458 |
| Number of pages | 14 |
| Journal | Journal of Business Research |
| Volume | 100 |
| DOIs | |
| Publication status | Published - Jul 2019 |
Keywords
- Assistance system
- Augmented reality
- Eye tracking
- Shopper behavior
- Virtual reality
- Visual attention
Cite this
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Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research. / Meißner, Martin; Pfeiffer, Jella; Pfeiffer, Thies; Oppewal, Harmen.
In: Journal of Business Research, Vol. 100, 07.2019, p. 445-458.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research
AU - Meißner, Martin
AU - Pfeiffer, Jella
AU - Pfeiffer, Thies
AU - Oppewal, Harmen
PY - 2019/7
Y1 - 2019/7
N2 - Technological advances in eye tracking methodology have made it possible to unobtrusively measure consumer visual attention during the shopping process. Mobile eye tracking in field settings however has several limitations, including a highly cumbersome data coding process. In addition, field settings allow only limited control of important interfering variables. The present paper argues that virtual reality can provide an alternative setting that combines the benefits of mobile eye tracking with the flexibility and control provided by lab experiments. The paper first reviews key advantages of different eye tracking technologies as available for desktop, natural and virtual environments. It then explains how combining virtual reality settings with eye tracking provides a unique opportunity for shopper research in particular regarding the use of augmented reality to provide shopper assistance.
AB - Technological advances in eye tracking methodology have made it possible to unobtrusively measure consumer visual attention during the shopping process. Mobile eye tracking in field settings however has several limitations, including a highly cumbersome data coding process. In addition, field settings allow only limited control of important interfering variables. The present paper argues that virtual reality can provide an alternative setting that combines the benefits of mobile eye tracking with the flexibility and control provided by lab experiments. The paper first reviews key advantages of different eye tracking technologies as available for desktop, natural and virtual environments. It then explains how combining virtual reality settings with eye tracking provides a unique opportunity for shopper research in particular regarding the use of augmented reality to provide shopper assistance.
KW - Assistance system
KW - Augmented reality
KW - Eye tracking
KW - Shopper behavior
KW - Virtual reality
KW - Visual attention
UR - http://www.scopus.com/inward/record.url?scp=85029752553&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2017.09.028
DO - 10.1016/j.jbusres.2017.09.028
M3 - Article
VL - 100
SP - 445
EP - 458
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -