Eye Tracking Technology in the Marketing Classroom: An Experiential Learning Method

Autor/in	Manzon, Elliott
Titel	Eye Tracking Technology in the Marketing Classroom: An Experiential Learning Method
Quelle	In: Marketing Education Review, 30 (2020) 2, S.105-111 (7 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2020.1753541
Schlagwörter	Job Skills; Eye Movements; Attention; Advertising; Consumer Economics; Merchandise Information; Web Sites; Business Administration Education; Technology; Experiential Learning; Undergraduate Students; Instructional Effectiveness + Suchen Sie Ihr Suchwort? Produktive Fertigkeit; Augenbewegung; Aufmerksamkeit; Werbung; Konsumökonomie; Web-Design; Technologie; Experiental learning; Erfahrungsorientiertes Lernen; Unterrichtserfolg
Abstract	Employers and students are increasingly demanding applied, relevant skills. Eye tracking technology is used extensively by companies to test consumer attention and awareness of advertisements, packaging, and websites, but the marketing education literature lacks a pedagogy for teaching it in a marketing classroom. An experiential learning activity is presented where students conduct their own eye tracking studies in the classroom to test the effectiveness of marketing materials. A study is presented that shows students effectively gained knowledge, experience, and confidence in eye tracking through the activity. Results also demonstrate the effectiveness of experiential learning compared to observing the same activity. (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01