Classification of Goal-Directed Search and Exploratory Search Using Mobile Eye-Tracking

Presenter Information

Jella Pfeiffer, Information Systems and Marketing, Karlsruhe Institute of Technology, Karlsruhe, Germany.Follow
Martin Meißner, Department of Environmental and Business Economics, University of Southern Denmark, Esbjerg, Denmark.Follow
Jascha Prosiegel, Department of Marketing, Monash University, Melbourne, VIC, Australia.Follow
Thies Pfeiffer, University of Mainz, Mainz, Germany.Follow

Location

260-057, Owen G. Glenn Building

Start Date

12-15-2014

Description

In this paper, we investigate the visual attention of consumers with the help of mobile eye-tracking technology. We explore attentional differences between goal-directed search and exploratory search used when consumers are purchasing a product at the point-of-sale. The aim of this study is to classify these two search processes based solely on the consumers’ eye movements. Using data from a field experiment in a supermarket, we build a model that learns about consumers’ attentional processes and makes predictions about the search process they used. Our results show that we can correctly classify the search processes used with an accuracy of nearly 70% after just the first nine seconds of the search. Later on in the search process, the accuracy of the classification can reach up to 77%.

Recommended Citation

Pfeiffer, Jella; Meißner, Martin; Prosiegel, Jascha; and Pfeiffer, Thies, "Classification of Goal-Directed Search and Exploratory Search Using Mobile Eye-Tracking" (2014). ICIS 2014 Proceedings. 21.
https://aisel.aisnet.org/icis2014/proceedings/GeneralIS/21