Using multi-method measures in consumer research investigating eye-tracking, electro-dermal activity and self report.

Abstract

Applied research is frequently compromised by the limitations associated with using a single source to measure complex dependent variables, such as affective and motivational phenomena. In the field of consumer psychology, customer evaluations are almost universally assessed via self reports. The limitations and biases associated with this data source are well known. This presentation reports on a study that uses a novel triangulation approach to the measurement and analysis of attentional and affective responses to tourism promotional material. The approach comprises two psychophysiological technologies (eye-tracking and electrodermal activity) as complements to more traditional self-report data. Two short promotional videos were used as stimulus materials in a study seeking to better understand potential consumer responses to such material. Respondents (N = 10) viewed video material presented on an eye-tracking screen while wearing an unobtrusive wrist-band measuring electrodermal activity. On conclusion of the video, respondents completed a self-report questionnaire. The modest associations obtained through these three sources of data are viewed as a positive outcome in that electrodermal activity (arousal), direction of gaze (interest), and self-reports (hedonic tone) are viewed as important and complementary components of consumers’ responses. The presentation explores the use of complementary data to assess attentional and affective responses, as well as the advantages and challenges associated with this triangulated approach.