Predicting Consumer´s Behavior Using Eye Tracking Data

This study aimed at using eye tracking data to predict consumer´s decisions. Previous research [1, 2] suggests that consumer´s gaze is actively involved in preference formation. First fixation and the total fixation duration are the commonly reported measures of visual attention in consumer research. However other measures of eye tracking data like Fixation Count, Time to First Fixation have not been investigated much for their role in consumer decision. Purpose of this study was to investigate the components of eye tracking data that can predict consumer´s final choices with better precision. The results suggest that fixation counts and total fixation duration predict consumer´s decision to a large extent.