Abstract
A good user experience can only be achieved by knowing and understanding users’ wishes, needs and cognitive abilities. The aim of this study is to find out how the user of the online appointment booking interacts with the interface as well as the visualizations. The focus is on the question of whether the new interface of online service appointment booking leads to their success and can attract their attention. In fact, our study’s aim is to check, whether the new and more expensive customer website is considered to be more user-friendly and helpful than the older and cheaper version. To answer this question, an empirical eye tracking study was conducted on the old and updated website of the automobile manufacturer Mercedes-Benz of Daimler AG. Through the eye tracking study, it is possible to record and analyze the viewing directions of subjects in order to get insights into the cognitive processes of the subjects. Therefore, 20 study participants were recruited. The observations of the subjects and evaluations of the eye tracking data have shown that there are still some shortcomings in the usability of the service appointment booking. Aspects such as the scanpaths and heatmaps could demonstrate the superiority of the old website.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Kahnemann, D.: Thinking Fast and Slow. Farrar, Straus and Giroux, New York, NY (2013)
Boksem, M., Smidts, A.: Brain response to movie trailer predict individual preferences for movies and their population wide commercial success. J. Mark. Res. 52(4), 482–492 (2015). https://doi.org/10.1509/jmr.13.0572
Diskhterhuis, A.: Think different: the merits of unconscious thought in preference development and decision making. J. Pers. Soc. Psychol. 87(5), 586–598 (2004). https://doi.org/10.1037/0022-3514.87.5.586
Guha, A., Biswas, A., et al.: Reframing the discount as a comparison against the sale price: does it make the discount more attractive? JMR 55(3), 339–351 (2018). https://doi.org/10.1509/jmr.16.0599
André, Q., Carmon, Z., Wertenbroch, K., et al.: Consumer choice and autonomy in the age of artificial intelligence and Big Data. Cust. Need. Solut. (Springer US) 5(1–2), 28–37 (2018). https://doi.org/10.1007/s40547-017-0085-8
Ritty, F., Reena, R.: A study on neuro marketing: a unique bond between consumer’s cognizance and marketing. IJCAMS 2(11), 51–54 (2016). https://doi.org/10.22271/manage
Chartrand, T., Fitzsimons G.: Nonconsious consumer psychology. JCP 21(1), 1–3 (2011). https://doi.org/10.1016/j.jcps.2010.12.001
Damasio, A.R.: The somatic marker hypothesis and the possible functions of the prefrontal cortex. Philos. Trans. R. Soc. Lond. B Biol. Sci. 351(1346), 1413–1420 (1996)
Sebastian, V.: Neuromarketing and evaluation of cognitive and emotional responses of consumers to marketing stimuli. Procedia Soc. Behav. Sci. (Elsevier), 753–757 (2014). https://doi.org/10.1016/j.sbspro.2014.03.349
Couwenberg, L., Boksem, M.: Neural responses to functional and experiential ad appeals: explaining ad effectiveness. Int. J. Res. Mark., 355–366 (2016). https://doi.org/10.1016/j.ijresmar.2016.10.005
Kushaba, R., Wise, C.: Consumer neuroscience: consumer neuroscience: assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Syst. Appl. 40, 3803–3812 (2013). https://doi.org/10.1016/j.eswa.2012.12.095
Duchowski, A.T.: Eye Tracking Methodology. Theory and Practice, p. 207 f. Springer, London (2007)
Liu, X., Wei Shi, S., et al.: Video content marketing: the making of clips. J. Mark. 82, 86–101 (July 2018)
Adhami, M.: Using neuromarketing to discover how we really feel about apps. Mob. Mark. Assoc. 8(1), 95–103 (Summer 2013)
Fahrmeir, L., u. a. Statistik: Der Weg zur Datenanalyse, korrigierter Nachdruck, p. 12. Springer, Berlin/Heidelberg (2011)
Holmqvist, K., u. a.: Eye tracking. A comprehensive guide to methods and measures, p. 110 ff, p. 161 and p. 130. Oxford University Press, Oxford, New York, Auckland (2011)
iMotions. Tobii X2-30, p. 1. https://imotions.com/tobii-x2-30/. Accessed 23 July 2018
Möhring, W., Schlütz, D.: Handbuch standardisierte Erhebungsverfahren in der Kommunikationswissenschaft, SpringerLink, p. 376. Springer VS, Wiesbaden (2013)
Daimler, A.G.: (Mercedes me online-Terminbuchung, o.J.): Intranet-Mercedes me online-Terminbuchung. https://econnect.i.daimler.com/. Accessed 25 July
Eng, P.: Erste Schritte im Online-Marketing: Suchmaschinen - Content - Soziale Medien, 1. Edition, p. 3 f, p. 7 f, p. 45. Wiesbaden (2017)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Etzold, V., Braun, A., Wanner, T. (2019). Eye Tracking as a Method of Neuromarketing for Attention Research—An Empirical Analysis Using the Online Appointment Booking Platform from Mercedes-Benz. In: Czarnowski, I., Howlett, R., Jain, L. (eds) Intelligent Decision Technologies 2019. Smart Innovation, Systems and Technologies, vol 143. Springer, Singapore. https://doi.org/10.1007/978-981-13-8303-8_15
Download citation
DOI: https://doi.org/10.1007/978-981-13-8303-8_15
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-13-8302-1
Online ISBN: 978-981-13-8303-8
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)