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 findings in the marketing literature to date, we reflect on future research and marketing applications of these technologies.
|Title of host publication||Routledge Companion to the Future of Marketing|
|Editors||L. Moutinho, E. Bigné, A.K. Manrai (eds.)|
|Place of Publication||Abingdon/New York|
|Publication status||Published - Jan 2014|
|Name||Routledge Companions in Business, Management and Accounting|
Wedel, M., & Pieters, R. (2014). Looking at vision: Eye/face/head tracking of consumers for improved marketing decisions. In L. Moutinho, E. Bigné, & A. K. Manrai (eds.) (Eds.), Routledge Companion to the Future of Marketing (pp. 177-190). (Routledge Companions in Business, Management and Accounting). Routledge.