Looking at vision: Eye/face/head tracking of consumers for improved marketing decisions
Michel Wedel, Rik Pieters · 2014
Against the backdrop of the rapid growth of the use eye tracking and facial recognition methodology, this chapter discusses the measurement of eye movements, facial expression of emotions, pupil dilation, eye blinks and head movements. After discussing some of the main research ndings in the marketing literature to date, we re ect on future research and marketing applications of these technologies.