Eye-track shopper browsing: uncovering the emotions that truly motivate purchases

This article examines how eye-tracking studies produce valuable insights, but to correctly interpret the results marketers must consider combining eye tracking with biometric measurement to access emotions that motivate shoppers to make purchases.

Eye-track shopper browsing: uncovering the emotions that truly motivate purchases

Kirk HendricksonEye Faster

Eye-tracking studies produce valuable insights, but marketers need to correctly interpret the results and consider combining eye tracking with biometric measurement to uncover the emotions that truly motivate shoppers to make purchases.

Shoppers do not enter a store, examine every item, and select the best options based on their merits. The buying process is much more haphazard: some products are given careful consideration, others are tossed into the basket with hardly a thought, while other products are never even seen. Why do consumers shop this way,...

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