Descubriendo temas destacados de la aplicación de la tecnología de eye tracking en la investigación de marketing
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Publicado
11-02-2022
Francisco Muñoz-Leiva
María Eugenia Rodríguez-López
Bárbara García-Martí
https://orcid.org/0000-0002-4996-7525
María Eugenia Rodríguez-López
Bárbara García-Martí
Resumen
El presente estudio presenta los principales resultados de un análisis bibliométrico de la investigación académica que ha aplicado la tecnología de seguimiento ocular (eye tracking) en la disciplina del marketing, a partir de 923 documentos extraídos de la base de datos bibliográfica WoS. Los objetivos del estudio son (i) identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, (ii) proporcionar una perspectiva longitudinal sobre el eye tracking como herramienta de investigación usada por los académicos, cubriendo el período 1992-2020, e (iii) identificar las tendencias de investigación emergentes para el futuro.
Entre otros resultados, encontramos que la metodología de eye tracking se ha aplicado en la investigación de marketing especialmente en la última década debido al interés por estudiar la atención visual de los consumidores y usuarios en los estudios de comportamiento. En términos más generales, en los últimos 30 años se han identificado cinco grandes áreas temáticas: (a) modelización-marca-atención, (b) seguimiento ocular-movimientos-comunicación, (c) web-online, (d) HCI-mirada-percepción y (e) elección-etiquetado. El trabajo es el primero en identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, y en predecir las futuras tendencias de investigación en los estudios de marketing que aplican eye tracking como herramienta de investigación. Al final del trabajo se discuten algunas limitaciones y posibles temas de investigación futura.Cómo citar
Muñoz-Leiva, F., Rodríguez-López, M. E., & García-Martí, B. (2022). Descubriendo temas destacados de la aplicación de la tecnología de eye tracking en la investigación de marketing. Cuadernos De Gestión, 22(1), 97–113. https://doi.org/10.5295/cdg.211516fm
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Keywords
Eye tracking, Marketing, Web of science, SciMAT, Mapa bibliométrico, Diagrama estratégico, Red temática
References
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Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: a multi-method approach. MIS quarterly, 539-566.
Dalton, K.M., Nacewicz, B.M., Alexander, A.L., and Davidson, R.J., 2007. Gaze-Fixation, Brain Activation, and Amygdala Volume in Unaffected Siblings of Individuals with Autism. Biological Psychiatry, 61(4), 512-520. https://doi.org/10.1016/j.biopsych.2006.05.019.
Del Barrio-García, S., Muñoz-Leiva, F., and Golden, L., 2020. A review of comparative advertising research 1975-2018: Thematic and citation analyses. Journal of Business Research, 121(12), 73-84.
Ding, Y., Chowdhury, G. G., and Foo, S., 2001. Bibliometric cartography of information retrieval research by using co-word analysis. Information processing & management, 37(6), 817-842.
Drusch, G., Bastien, J. C., and Paris, S., 2014. Analysing eye-tracking data: From scanpaths and heatmaps to the dynamic visualisation of areas of interest. Advances in science, technology, higher education and society in the conceptual age: STHESCA, 20(205), 25.
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Espigares-Jurado, F., Muñoz-Leiva, F., Correia, M., Sousa, C., Ramos, C., and Faísca, L., 2020. Visual attention to the main image of a hotel website based on its position type of navigation and belonging to Millennial generation: An eye tracking study. Journal of Retailing and Consumer Services, 52, 101-906.
Farzin, F., Rivera, S.M., and Hessl, D., 2009. Brief Report: Visual Processing of Faces in Individuals with Fragile X Syndrome: An Eye Tracking Study. Journal of Autism and Developmental Disorders, 39(6), 946-952.
Flavián, C., Gurrea, R., and Orús, C., 2011. Analyzing the emotional outcomes of the online search behaviour with search engines. Computers in Human Behavior, 27(1), 540-551. https://doi.org/10.1016/j. chb.2010.10.002
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Galesic, M., Tourangeau, R., Couper, M. P., and Conrad, F. G., 2008. Eye-tracking data: New insights on response order effects and other cognitive shortcuts in survey responding. Public opinion quarterly, 72(5), 892-913.
Garfield, E., 1990. Current comments. Keywords plus-ISIS breakthrough retrieval method. 1. Expanding your searching power on current-contents on diskette. Current Contents, 32, 295-299.
Gascó, V., 2020. Herramientas de mapas de calor y eye tracking para optimizar ventas. Saleslayer. Retrieved from: https://blog.saleslayer.com/es/herramientas-mapas-de-calor-eye-tracking
Glanzel, W., 2015. Bibliometrics-aided retrieval: Where information retrieval meets scientometrics. Scientometrics, 102, 2215-2222.
Hafez, M., 2019. Neuromaketing: A new avatar in branding and advertisement. Pacific Business Review International, 12, 58-64.
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