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