al., to determine if pupil dilations are appropriate and practical measures for consumer behavior experimentation. * a more definitive interpretation of what pupil dilations actually measure (Goldwater, 1972).īased on these trends, it is important to update the findings of Blackwell, et. * increased attention to eye fixations as a process-tracing device in consumer behavior (Russo and Rosen, 1975) The objective of multiple techniques is to improve the accuracy of process measurement. * a call by a number of researchers (Payne and Ragsdale, 1978 Russo, 1978) for joint methodologies to study consumer information processing leading to product choices. More recently, several trends have been noted: The authors concluded that pupil dilations, temporary changes in pupil size, may be an effective measure of consumer response to advertising, but were unsure what processes the dilations actually measured. Although the method is a valuable measure of mental activity in consumer tasks, pupil dilations have limitations that will preclude their widespread use.Įight years have elapsed since the last published review on pupil dilation measures in consumer behavior (Blackwell, Hensel, and Sternthal, 1970). Potential applications of pupil dilation measures to consumer research are reviewed. Arch (Student), University of California, Los Angeles PUPIL DILATION MEASURES IN CONSUMER RESEARCH: APPLICATIONS AND LIMITATIONSĭavid C. Wilkie, Ann Abor, MI : Association for Consumer Research, Pages: 166-168.Īdvances in Consumer Research VolPages 166-168 Arch (1979) ,"Pupil Dilation Measures in Consumer Research: Applications and Limitations", in NA - Advances in Consumer Research Volume 06, eds. Although the method is a valuable measure of mental activity in consumer tasks, pupil dilations have limitations that will preclude their widespread use.ĭavid C. ABSTRACT - Potential applications of pupil dilation measures to consumer research are reviewed.
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