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Merchandising/Marketing/Retailing: Management

Eye Tracking vs. Mouse Clicking: A Comparison of Young Consumers’ Predictive Visual Attention to Fashion Advertisements

Authors
  • Seung-Hee Lee (Southern Illinoise University)
  • Jun Qin (Southern Illinois University)
  • Hong Cheng (Southern Illinois University)
  • Gokarna Karki (Southern Illinois University)

Abstract

This study examines two methods for assessing visual attention in fashion advertising: eye tracking and mouse clicking, focusing on young consumers. Seventy-five fashion magazine ads were selected based on brand logo, model, product, and background. In the study, 67 university students viewed 25 randomized ad images on a monitor and clicked on their focal points, with data recorded using Psychtoolbox-3 and MATLAB. For the study, 41 students used an eye tracker, with data calibrated and recorded under similar conditions. Analysis of viewing frequencies across four image categories (product, face, brand name, background) showed both methods predominantly focused on products, followed by the model's face, brand name, and background. Eye tracking showed stronger attention to products and faces, while mouse clicking slightly favored brand names. Backgrounds received comparable attention in both methods. Using center and chance baseline models, eye tracking demonstrated higher AUC scores, indicating stronger alignment with the center model.

Keywords: Eye-tracking, Mouse clicking, Young consumers, Visual attention to fashion ad.

How to Cite:

Lee, S., Qin, J., Cheng, H. & Karki, G., (2025) “Eye Tracking vs. Mouse Clicking: A Comparison of Young Consumers’ Predictive Visual Attention to Fashion Advertisements”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18811

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Published on
2025-01-18

Peer Reviewed