Eye Tracking
Robert Glenn Cummins · The International Encyclopedia of Communication Research Methods · 2017
Eye tracking serves as a useful technique for assessing visual attention to media messages or technologies (e.g., tablet computers, smart phones, handheld games) in one's visual field, as well as providing granular measures of intra‐stimulus attention allocation to specific message elements. Given the primacy of attention in the reception and processing of communication content, scholars have employed eye tracking across many media formats, technologies and contexts including print, television and online advertising, news, and health messages.