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What is Eye-Tracking

Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
A marketing technique that measures the movements of the eyes when following a moving object, the lines of printed text, or another visual stimulus.
Published in Chapter:
Exploring the Effectiveness of Storytelling in Advertising Through Eye-Tracking
Luis-Alberto Casado-Aranda (University of Granada, Spain), Juan Sánchez-Fernández (University of Granada, Spain), and Arminda Paço (Universidade da Beira Interior, Portugal)
DOI: 10.4018/978-1-7998-6605-3.ch009
From a marketing perspective, storytelling involves creating, through advertising and communication strategies, an image of the company, brand, and products that makes it different from the competition. Advertising literature has shown that good stories have a way of inspiring, entertaining, explaining, and convincing, and can engage the emotional, attentional, and cognitive schemes of the customers. This is the first research that defines and makes an overview of the evolution of eye-tracking systems in the field of advertising which employs storytelling techniques. Particularly, the current chapter identifies the evolution of topics and relations between them, within the field of advertising research. The current study, therefore, advances an agenda for future research and constitutes a starting point for academics and professionals working in the field of advertising who intend to resort to eye-tracking techniques.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
An Eye Tracking Study of the Effect of Sensory and Price In-Store Displays
A consumer neuroscience tool to investigate and quantify gaze patterns and eye movements towards a particular area of interest.
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Eye-Tracking in the Real World: Insights About the Urban Environment
Recording of eye movements and other data related to the eyes, such as pupil diameter. A number of methods are available, the most common using video-based corneal/pupil reflection.
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Dundee Contemporary Arts Print Studio
Computer and sensor technology that enables a device to know exactly where the eyes are focused.
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