Students’ preference on cognitive behavior in automotive marketing practice based on eye tracking analysis technology from neuroscience
Yan Chun Zhou, Jun Wei Zhou, Yufei Kou · 2023
In neuroscience, eye-tracking technology offers a novel approach to analyze the processes of the human brain by collecting participants’ eye movement data. This study employs eye-tracking equipment to delve deeply into the impact of brand preference on students’ cognitive behavior within the context of automobile marketing practices. Drawing upon prior research, the study’s framework is formulated. The hypothesis posits that preference intensity significantly influences the cognitive decision-making process, which is further subdivided into effects on information gathering behavior and the subsequent cognitive processing of that information. To facilitate this research, a questionnaire—developed by synthesizing, adapting, and refining previous studies—was administered. Its reliability and validity were evaluated through preliminary research. The study’s experiment was designed to combine eye-tracking data with questionnaire responses, aiming to capture and statistically analyze the cognitive behavior of relevant college students. The data was then used to validate the proposed hypothesis. Leveraging the eye tracker for experimental design, as opposed to conventional subjective evaluation methods, promises a more objective analysis of college students’ cognitive behaviors.