Abstract: The usage of eye gaze tracking is a new and fast developing field of marketing research. Our case study is considering the effectiveness of point of sale outplacements, and the shelf appliances of a specific men’s cosmetic product. We invited a total of 50 male Hungarian subjects ranging in age from 18 to 24 to participate in the study. Areas of interest (AOI) and fixation duration have been recorded with 120hz eye tracker. For the purpose of the analysis iMotions’ Attention Tool 3.0 software was applied.
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