Neuromarketing Research: hypothesis Testing, 2025

Testing a Hypothesis Using an Eye-Tracker: Nike Sneakers in a Shopping Mall Hypothesis: Placing a model of Nike sneakers on a special stand/kiosk in a high-traffic area attracts the attention of visitors and generates increased interest. Method: An eye-tracking study conducted in the real environment of a shopping mall. Key Metrics and Their Interpretation: 1. Time to First Fixation What it measures: How quickly a participant&gaze finds the Nike sneaker stand amidst other visual stimuli. What it means: A low value (less than 1-2 seconds) indicates high visual salience and effective placement. A high value suggests the placement is poor—the stand gets "lost." 2. Percentage of Participants Whose First Glance Fell on the Test Zone (First Glance %) What it measures: The proportion of people who, upon entering the visible area, immediately paid attention to the Nike stand rather than other objects. What it means: A direct indicator of initial attention-grabbing power. A high percentage (e.g., ﹥60%) confirms that the display is a visual magnet and an "entry point" for the customer experience. 3. Number of Fixations on the Test Zone (Fixation Count) What it measures: How many times participants moved and focused their gaze specifically on the sneaker stand. What it means: An indicator of depth of interest and engagement. A high number of fixations shows that the stand was not just noticed but prompted active visual exploration: people are looking at specific models, searching for...