Applying Eye-Tracking Research in Education and Communication to Agricultural Education and Communication: A Review of Literature

Abstract

The purpose of this integrative literature review was to synthesize the eye-tracking literature related to education and communication in the Social Sciences Citation Index (SSCI) to formulate a conceptual model and develop a research agenda that guides eye-tracking research in agricultural education and communication. To do so, we reviewed the literature to identify basic elements of eye-tracking research, examined specific variables related to eye-tracking research, and synthesized the findings into a conceptual model. We found and reviewed 77 articles published between 2010 and 2016 within education (56) and communication (21). Research implications for agricultural education included an examination of classroom management practices, a comparison of novice and experienced instructors, and an exploration of educational settings. Research implications for agricultural communication included tracking fixation and frequency of eye movement when viewing advertisements and understanding the relationship between brand placement and buying decisions. Synthesizing the research in education and communication, we identified the audiences, concepts, environments, and variables related to eye tracking that could be investigated within agricultural education and communication. In conclusion, we found a lack of agricultural education and communication studies cited in the SSCI, eye-tracking technology provides variables to support a multivariate approach in agricultural education and communication, and eye-tracking equipment is expensive, which may limit diffusion in some settings.