Evaluating Communication Effectiveness Through Eye Tracking: Benefits, State of the Art, and Unresolved Questions
Evaluating Communication Effectiveness Through Eye Tracking: Benefits, State of the Art, and Unresolved Questions
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DOI：
10.1177/2329488419893746
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发表时间：
2020-01-06
影响因子：
2.8
通讯作者：
Ibanez-Zapata, Jose-Angel
中科院分区：
文献类型：
--
作者：
Casado-Aranda, Luis-Alberto;Sanchez-Fernandez, Juan;Ibanez-Zapata, Jose-Angel
现代眼动追踪技术为评估沟通有效性打开了一扇新的机会之门，这种方法可以最大限度地减少认知偏差，并提供对沟通注意力过程的实时洞察。越来越多的研究机构采用眼动跟踪方法，再加上重新定位的景观通信，要求全面概述的研究范围有关观众的视觉注意广告。这是第一项应用系统性文献综述方法来面对这一研究差距的研究，分析了1979年至2019年期间发表在ISI Web of Science数据库索引的期刊上的112篇论文。在此基础上，本文探讨了目前的证据确定广告的视觉注意力和眼动跟踪措施和广告效果的其他方面，即认知，情感和行为消费者反应之间的关系。最后，本文讨论了商业沟通的影响，并提出了方向的学者和专业人士打算通过眼动追踪探索广告效果。
Modern eye-tracking techniques have opened a new door of opportunities for evaluating communication effectiveness in a way that minimizes cognitive biases and provides moment-by-moment insights into communication's attention processes. The increasing body of research applying eye-tracking methodologies, together with the reorientation of the landscape of communication, calls for a comprehensive overview of the scope of research concerning audience's visual attention to advertising. This is the first study that applies a systematic literature review approach to face this research gap by analyzing 112 papers published between 1979 and 2019 in journals indexed by the ISI Web of Science database. Based on this review, the article examines current evidence determining the visual attention to ads and the relationship between eye-tracking measures and other facets of advertising effectiveness, namely cognitive, affective, and behavioral consumer response. Finally, this article discusses the implications for business communication and proposes directions for academics and professionals intending to explore advertising effectiveness through eye tracking.