Eye tracking for visual marketing

M. Wedel, R. Pieters

Research output: Contribution to journalArticleScientificpeer-review

143 Citations (Scopus)


We provide the theory of visual attention and eye-movements that serves as a basis for evaluating eye-tracking research and for discussing salient and emerging issues in visual marketing. Motivated from its rising importance in marketing practice and its potential for theoretical contribution, we first review eye-tracking research for visual marketing. Then, we discuss the structure of the eye, the visual brain, eyemovements, and methods for recording and analyzing them. Next, we describe our theory and review eye-tracking applications in marketing based on it. We conclude with an outlook on future theory and method development and recommendations for practice.
Original languageEnglish
Pages (from-to)231-320
JournalFoundations and Trends in Marketing
Issue number4
Publication statusPublished - 2008


  • eye-tracking
  • cognitive processes
  • consumer behavior
  • visual attention
  • decision making


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