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

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.