Looking at vision: Eye/face/head tracking of consumers for improved marketing decisions

M. Wedel, R. Pieters

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

45 Citations (Scopus)

Abstract

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.
Original languageEnglish
Title of host publicationRoutledge Companion to the Future of Marketing
EditorsL. Moutinho, E. Bigné, A.K. Manrai (eds.)
Place of PublicationAbingdon/New York
PublisherRoutledge
Pages177-190
ISBN (Print)9780415625920
Publication statusPublished - Jan 2014

Publication series

NameRoutledge Companions in Business, Management and Accounting

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  • Cite this

    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.