Applied Stochastic Models in Business and Industry - Bridging the Gap between Academic Research in Marketing and Practitioners' Concerns
Cueing retrospective verbal reports in usability testing through eye-movement replay
BCS-HCI '07 Proceedings of the 21st British HCI Group Annual Conference on People and Computers: HCI...but not as we know it - Volume 1
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This paper presents an overview of research into consumer responses to lighting within retail stores using mobile eye-tracking. It begins with a brief review of pertinent literature in relation to lighting and visual attention. The study is small scale and experimental, using 3 scenarios with different lighting patterns on a visual merchandising unit. Tobii Mobile™ glasses were used to provide naturalistic visual attention data of consumer responses to the unit. Eye-tracking data was time interval content analysed by lighting scenario and position of focal attention on the unit. Data was subsequently analysed using repeated measures ANOVA to assess correlations. Findings highlight methodological implications as well as the roles of lighting and position of products. Future research directions are discussed.