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dc.contributor.authorHarwood, Tracyen
dc.contributor.authorJones, Martinen
dc.date.accessioned2012-01-31T14:38:41Z
dc.date.available2012-01-31T14:38:41Z
dc.date.issued2011
dc.identifier.citationHarwood, 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.urihttp://hdl.handle.net/2086/5543
dc.descriptionNew Product Development Centreen
dc.description.abstractThis 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.isoenen
dc.publisherAcademy of Marketing Annual Conferenceen
dc.subjectmobile eye-gaze trackingen
dc.subject3D virtual worldsen
dc.subjectretailen
dc.subjectvisual technologiesen
dc.subjectqualitative researchen
dc.subjectcontent analysisen
dc.titleUsing eye-gaze visual technologies to compare consumer response in real and 3D virtual worlds: an exploratory application to retail.en
dc.typeConferenceen
dc.researchgroupInstitute of Creative Technologies
dc.peerreviewedYesen
dc.researchinstituteInstitute of Creative Technologies (IOCT)en


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