Eye-Tracking Research in Advertising Scholarship: A Review and Practical Guide

Eye tracking is a method to reliably capture visual attention and is increasingly employed by advertising scholars. This article reviews published advertising eye-tracking research in five advertising journals to provide insight into current usage and future guidelines in advertising scholarship. This work is important because methodological choices have implications for the reliability and validity of the results. This article covers features of the equipment, experimental setup, and participants because these are important factors that determine the quality of eye-tracking research. Additionally, the article reviews different eye-tracking metrics and the interpretation of results, as well as ethical considerations. By reviewing advertising eye-tracking studies and by providing practical guidelines for conducting eye-tracking research, this article aims to contribute to high-quality eye-tracking research in advertising that could advance our theoretical knowledge and provide practical implications regarding visual attention.