手法を比較

	Eye-Tracking in Advertising Research	Implicit Reaction-Time Brand Measures
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	2008	1986
提唱者	Michel Wedel & Rik Pieters	Russell Fazio (affective priming); Anthony Greenwald, Brian Nosek & Mahzarin Banaji (D-score scoring)
種類	Attention-measurement pipeline for visual marketing stimuli	Response-latency measurement pipeline for implicit brand associations
原典	Wedel, M., & Pieters, R. (2008). Eye Tracking for Visual Marketing. Foundations and Trends in Marketing, 1(4), 231-320.	Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R. (1986). On the automatic activation of attitudes. Journal of Personality and Social Psychology, 50(2), 229-238.
別名	Visual Attention Tracking, Gaze Tracking for Marketing, Oculometry in Advertising, Eye-Movement Analysis of Ads	Implicit Brand Association Measures, Response-Latency Brand Testing, Affective Priming for Brands, Implicit Brand Attitude Measurement
関連	3	3
概要	Eye-tracking in advertising and packaging research measures where, when, and for how long consumers look at marketing stimuli, turning raw gaze into an objective record of visual attention. A camera-based eye-tracker samples the point of regard many times per second, and the resulting stream is parsed into fixations (relatively stable gazes during which information is taken in) and saccades (rapid jumps between them). Researchers overlay areas of interest such as the brand logo, headline, pack-shot, or call-to-action, and compute metrics including dwell time, time-to-first-fixation, and refixation counts for each region. Michel Wedel and Rik Pieters's 2008 monograph Eye Tracking for Visual Marketing consolidated the theory of visual attention behind these measures and showed how attention to ad and package elements relates to memory, brand evaluation, and choice. Aggregated across respondents, the data yield heatmaps and gaze sequences that designers use to diagnose whether the right elements capture attention in the right order. The method bridges low-level perception and high-level marketing outcomes by treating attention as a measurable, manipulable mediator of advertising effectiveness.	Implicit reaction-time brand measures use how fast people respond, rather than what they say, to gauge the associations a brand automatically triggers. The logic comes from Russell Fazio's demonstration that strong attitudes are activated automatically: when a brand acts as a prime, it speeds responses to evaluatively congruent targets and slows responses to incongruent ones, and the size of that facilitation indexes the brand's implicit evaluation. Building on this, response-latency tasks pair brands with positive or negative words, with attribute categories, or with competing brands, and read off implicit associations from millisecond differences in reaction time. Anthony Greenwald, Brian Nosek, and Mahzarin Banaji's improved scoring algorithm turns these latency differences into a standardized D-score that is comparable across people and tasks. Because the measures tap associations that operate before deliberate editing, they capture brand equity that consumers may be unwilling or unable to report. The result is a behaviorally grounded, hard-to-fake complement to survey-based brand tracking.