Out of sight out of mind: The role of eye movements in consumer behaviour

Consumer researchers have used eye tracking for studying diverse areas such as advertising, packaging, store layout and decision making. Despite the diverse areas of application, most of the research has centered around two questions: First, what are the drivers of eye movements in consumer behavior and second, what are the consequences of eye movements on subsequent behaviors? The talk will reflect on the use of eye tracking in consumer research as well as the two aforementioned questions.

About the speaker
Jacob L. Orquin is an Associate Professor at the Department of Management, Aarhus University, and has vast experience in the use of Eye Tracking in consumer behavior. Jacob has a background in cognitive science and a PhD in marketing. Current research interests include the role of eye movements in decision making, eye tracking methodology, and blood glucose effects on decision making.

This seminar would be of interest to anyone who has considered using the eye tracking equipment for research. The BIS group part-own an eye tracking lab based in the psychology lab and is willing to share the lab with our colleagues in the School of Business and Economics.