Social Psychology

Eye tracking is used in social psychology to measure how human behavior is influenced by social context.

Eye tracking in social psychology

Revealing a subject's pattern of attention in social situations helps researchers understand the impact of visual impact on thoughts and behavior.
Eye tracking is an important tool in studying:

  • Attitude formation and change
  • Persuasion
  • Social cognition
  • Self-concept
  • Social influence
  • Group dynamics
  • Interpersonal attraction


University of Chicago

Researchers from University of Chicago used eye tracking to evaluate social attention in two different cultural populations, urban North American participants, and rural Yucatec Mayan participants. To the researchers' knowledge, it is the first attempt to use eye tracking methods to quantify cultural variation in social attention. Read more

University of Miami

Studies show that people with social anxiety pay more attention to negative facial expressions. An eye tracking study confirmed this theory and also revealed that training people to focus on positive stimuli can lead to a reduction in this bias. Read more

Freie Universität Berlin

Researchers from Freie Universität Berlin used eye tracking in a study that revealed the incidence of negativity biases among different cultures by testing reactions to facial expressions. Read more

Products and services

A person wearing Tobii Pro Glasses 2 synchronized with EEG

Tobii Pro offers eye tracking systems for psychology and neuroscience studies in a controlled research setting, such as a lab, as well as examining human behavior in real-world environments, like in an office or home. Analyzing data is made easier with our various software solutions and their ability to work with other companies' solutions.

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  • Vehlen, A., Spenthof, I., Tönsing, D., Heinrichs, M., & Domes, G. (2021). Evaluation of an eye tracking setup for studying visual attention in face-to-face conversations. Scientific Reports, 11(1), 2661.
  • Mohammadhasani, N., Caprì, T., Nucita, A., Iannizzotto, G., & Fabio, R. A. (2019). Atypical Visual Scan Path Affects Remembering in ADHD. Journal of the International Neuropsychological Society, 1–10.
  • Boxhoorn, S., Bast, N., Supèr, H., Polzer, L., Cholemkery, H., & Freitag, C. M. (2019). Pupil dilation during visuospatial orienting differentiates between autism spectrum disorder and attention‐deficit/hyperactivity disorder. Journal of Child Psychology and Psychiatry, jcpp.13179.