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DBusiness Magazine
MSU Team Studies Eye Gaze to Predict Consumer Retail Behavior
A team at East Lansing-based Michigan State University is studying how consumers’ sequence of gazes predicts purchasing behavior.
MSU researchers used Tobii eye-tracking glasses to record participants’ eye movement in an effort to study how consumers’ gaze sequence predicts purchasing behavior. // Photo courtesy of Michigan State University
A team at East Lansing-based Michigan State University is studying how consumers’ sequence of gazes predicts purchasing behavior.
The findings of the study, “Seeing Through the Forest: The Gaze Path to Purchase,” were recently accepted for publication in PLOS, a nonprofit, open access publisher focused on advancing research communication in science and medicine.