Chapter 22. Combining Eye Tracking with Experimental Design
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch22
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Combining Eye Tracking with Experimental Design, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch22
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- combining eye tracking with experimental design;
- role of eye tracking in package design;
- emerging field—technology measuring behavior of person's “scan”;
- eye tracking comes of age - world of advertising and package research;
- “innards” of eye tracking;
- Gaze path - sequential combination of fixations and saccades;
- boxed wine case study;
- RDE (Realeyes Data Services) - features of boxed wine labels driving purchase;
- Tobii's eye-tracking technology and “gaze location” recording;
- package features driving emotions
Summary
This chapter contains sections titled:
The Role of Eye Tracking in Package Design
More About the “Innards” of Eye Tracking
Eye Tracking Comes of Age in the World of Advertising and Package Research
Boxed Wine Case Study
Running the Interview
From One Objective Measure to Two
Looking at the Results—What RDE Tells Us About What “Works” and How People Feel
Beyond the What the Respondent Says to What the “Eyes Do”
Dissecting the Patterns of the “Look”
What Happens After That First Gaze? What Eye Tracking “Really Teaches Us”
What “Sticks” the Viewer's Eyes to the Package?
Linking Emotions
How Do Package Features Drive Emotions?
Summing Up
Acknowledgments
References