Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment

In the retail environment, attention is requisite to purchase, attention being the collection and assessment of stimuli from our senses (visual stimuli are generally the most important) for cognitive processing according to the needs of the moment. Visual attention is easily and affordably measured today using eye tracking technology. This paper reviews the “state of play” of the use of eye tracking technology as a research tool in retail and...