Eye tracking over small and large shopping displays

Abstract

Consumers' visual behavior is compared when shopping for a product on simulated shelving displays of two different sizes: a 11.5 ft. projection canvas and a 15.4 in. laptop screen. Results are compared with search times obtained over virtual (projected) and physical shelves, where recorded search times indicate a tendency toward improved performance with larger displays. Implications for pervasive eye tracking systems indicate consideration of larger, realistic environments.