Göz İzleme ve Pazarlamada Kullanılması Üzerine Kavramsal Bir Çalışma

Year 2008, Issue: 2, 134 - 147, 01.09.2008

F Bahar Özdoğan

Abstract

Son yıllarda pazarlama çalışmalarında çeşitli teknolojiler kullanılarak tüketicilerin ürünlerin ambalajları, raf tasarımları ve reklamlar hakkındaki düşünceleri ve tutumları fizyolojik ölçümlerle ortaya çıkarılmaya çalışılmaktadır. Bu teknolojilerden birini oluşturan göz izleme yöntemi bir yüzyıldan bu yana bilinmektedir fakat özellikle 2000’li yıllarda bu teknolojinin pazarlama alanında kullanılması oldukça artmıştır. Göz izleme yönteminde, göz bebeğimetrik, göz hareketi kayıt cihazı, katılımcının gözlem sırasındaki ilk izlenimini ölçen bir resmi saniyenin bir parçasında yanıp sönerek gösteren projektör t-scope kullanılmaktadır. Bu konuda yapılan araştırmalar, göz izleme yönteminin pazarlama alanında yaygın bir şekilde kullanıldığını göstermektedir

Keywords

Göz izleme, pazarlama, göz bebeğimetrik, göz hareketi kayıt cihazı, t-scope

A CONCEPTUAL STUDY ON EYE TRACKING AND ITS APPLICATIONS IN MARKETING

Abstract

Recently, consumers’ thoughts and attitudes about products’ packages, shelf designs and advertisements have been tried to find out by physiologic measurement via of technology. As one of these technological method, eye tracking has been known for a century but specifically after 2000’s , the applications of this technology in marketing research has been increased. In the method of eye tracking pupilmetric, eye tracking recorder and t-scopes are utilized. Researches show that eye tracking method has been used widely in marketing field

Keywords

Eye tracking, marketing, pupilmetric, eye movement recorder, t-scope

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