809: Eye-Tracking Methods for Management Research (15843)

Eye tracking (ET) is a non-invasive sampling method capable of identifying a person’s visual attention focus. Its main advantages are high temporal granularity (less than a second), relatively low susceptibility to social desirability or other biases, and detecting unconscious attentional influence (“blindsight”); eye-blinking patterns can also be used as a means to measure mental fatigue. The PDW will (i) explain the psychophysiology of visual attention and how information is transformed from simple visual signals into complex cognition such as attention; (ii) explain what kind of (organizational) research questions can be addressed using ET (iii) introduce the different methods of ET analyses and methodological principles and pitfalls when designing ET experiments (including choosing appropriate equipment) (iv) (time allowing) allow participants to experiment with a prepared set of data to come up with possible research questions and run preliminary analysis on it. We will end with a generic discussion on how to use eye-tracking, future applications and specific questions that the audience might have.