Utilizing Eye-Tracking in Advertising: Preliminary Findings

Abstract

Eye-tracking research is steadily increasing, with emerging hypotheses about the connection between eye movements and cognitive processes in advertising contexts. This study aimed to utilize eye-tracking technology to explore how consumers perceive advertising appeals, particularly in distinguishing between the promoted product and the accompanying elements within an advertisement. The research sample included 35 students aged 19 to 23 years, comprising 18 women (51%) and 17 men (49%). The eye-tracker used in our study was the Smart Eye AI-X model from iMotions. We hypothesized that respondents would predominantly focus their gaze on the image of the child. The heat map revealed that the most viewed areas were the advertising text, the child’s face, and the car’s registration number section. The factors examined in this study significantly impact data quality, and we argue that our findings are valuable for anyone seeking to capture high-quality data in psychological and neurological research.