Eye-Tracking Research for Visual Marketing
In 1924, in the first eye-movement analysis of print ads that we know of, Nixon observed eye move-ments of consumers who were paging through a magazine with print ads, while hiding himself in a box behind a curtain. Sometime later, Karslake (1940) used the Purdue Eye amera to collect eye-movement data on advertisements appearing in the Saturday Evening Post. In 1950, Fitts and his colleagues (Fitts, Jones, and Milton 1950) examined the eye movements of pilots landing an airplane, which is the first usability study that provided findings now central in Web and interface research. After a period of relative silence in marketing, new impetus for the use of eye-tracking came from Russo’s pioneering article of 1978, “Eye-Fixations Can ave the World,” in which he argued for studying eye-movements to evaluate marketing effectiveness, focusing on consumer decision processes. Russo compared five cognitive process tracing methods, including information display boards, input-output analysis, and verbal protocols, on seven criteria. The methods were rated on seven performance attributes, including quality, validity, obtrusiveness, ease of use, and cost of the equipment. He concluded that eye-fixation methodology scores high on many of these criteria and offers advantages not offered by other methods. As process tracing data, eye movements offer detail and validity. Verbal protocols were concluded to be complementary with eye fixations,no other method being more different from eye fixations, and Russo suggested simultaneous use of these two methods in marketing research.Since Russo’s article, applications of eye-tracking have appeared in substantive areas of visual marketing involving in-store choice decisions and shelf search, print advertising, TV commercials, e-commerce, labeling and educational messages, and branding. The area of visual search alone has witnessed a steep rise from a little over ten published papers per year in the early nineties to
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over two hundred a decade later. Rayner (1998) offered an extensive review of eye-tracking in reading and related areas, and Duchowski (2003) recently surveyed eye-tracking applications in various areas, including engineering and psychology, and provides a number of marketing ap-plications as well. In this paper, we review eye-movement research in marketing. We focus on broad categories of visual marketing stimuli and tasks: c
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