Using eye-gaze visual technologies to compare consumer response in real and 3D virtual worlds: an exploratory application to retail.

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dc.contributor.author Harwood, Tracy en
dc.contributor.author Jones, Martin en
dc.date.accessioned 2012-01-31T14:38:41Z
dc.date.available 2012-01-31T14:38:41Z
dc.date.issued 2011
dc.identifier.citation Harwood, T., Jones, M., Tiernan, A. (2011) Using eye-gaze visual technologies to compare consumer response in real and 3D virtual worlds: an exploratory application to retail. Academy of Marketing Annual Conference, University of Liverpool, 5-7 July. en
dc.identifier.uri http://hdl.handle.net/2086/5543
dc.description New Product Development Centre en
dc.description.abstract This paper reports on the development and findings of a research investigation using visual technologies to investigate comparisons into consumer responses of store-based and virtual retail environments. The visual technologies used were mobile head-mounted and desk-bound eye-gaze tracking tools. Desk-bound tracking technologies have for some time been used in understanding consumer response in retail and marketing settings whereas mobile head-mounted eye-gaze technologies have only recently become available for use in these contexts. Whilst the visual technologies presented some limitations in their application, the exploratory and qualitative methodology adopted using content analysis triangulated against pre- and post-tracking questionnaires and retrospective interviews with participants, enabled a comparative analysis that suggests similarities in consumer response patterns to both the real and virtual (3D) retail environments. Implications of the research approaches and future applications are discussed in the context of retail and marketing. en
dc.language.iso en en
dc.publisher Academy of Marketing Annual Conference en
dc.subject mobile eye-gaze tracking en
dc.subject 3D virtual worlds en
dc.subject retail en
dc.subject visual technologies en
dc.subject qualitative research en
dc.subject content analysis en
dc.title Using eye-gaze visual technologies to compare consumer response in real and 3D virtual worlds: an exploratory application to retail. en
dc.type Conference en
dc.researchgroup Institute of Creative Technologies
dc.peerreviewed Yes en


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