Attention tracking is the practice of observing and noting where someone’s attention is focused as they do a task, such as surfing a webpage. One of the most common forms of this is eye tracking, where movements of the eye are noted to determine what is of interest to the reader. Eye tracking p. 29can be used, for example, to test advertisements and optimise their attractiveness to the reader, or to record which shelves a customer’s gaze falls upon, and which they ignore, as they walk through a retail outlet.
Further reading:
See also: CUSTOMER TRACKING
Wedel, M. and Pieters, R., 2008. A review of eye-tracking research in marketing. Review of Marketing Research, 4, 123–47, https://doi.org/10.1108/S15486435(2008)0000004009.
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Wedel, M. and Pieters, R., 2008. A review of eye-tracking research in marketing. Review of Marketing Research, 4, 123–47, https://doi.org/10.1108/S15486435(2008)0000004009.
