A study on product display using eye-tracking systems

Abstract

We investigate a relationship between the product display and the purchase decision using an eye-tracking system. It is possible to get quantitative data of saccade and gaze plots from an eye movement detector. We make clear that a display of goods is related to the consumer’s thinking process when a consumer decides about the purchase, using this method. We conclude that eye movement can be an important index as a result of data from this experiment, as well as the accompanying interview and questionnaire survey, when a display of goods influences consumer’s product purchase.