Understanding the cognitive processes of consumers, such as attention or perception, can help orient marketing activities in such a way that the information provided to recipients is delivered in the most effective way possible. Neuromarketing methods-in contrast to conventional methods-enable scientists to measure the subconscious reactions in response to stimuli, thereby giving insight into decision-making processes, consumer preferences or motivations. One of the most commonly used methods of this type is eye-tracking. In recent years, there has been a noticeable increase in the popularity of using this technique as it provides valuable information regarding the visual processing of stimuli. The purpose of this publication is to present the possibilities of using eye-tracking in marketing research, including identifying the main research areas and insights from previous research. In the beginning, necessary information about the method will be presented, providing context for further considerations, such as eye movement characteristics and fundamental measurement indicators. Then a review of the studies conducted using eye-tracking will be carried out. A broad spectrum of the use of eye-tracking provides the opportunity for future studies to combine this method with other neuromarketing techniques (including the electroencephalography or magnetic resonance imaging).

Eye movements provide information on subconscious reactions in response to stimuli and are a reflection of attention and focus. With regard to visual activity, four types of eye movements—fixations, saccades, smooth pursuits and blinks—can be distinguished. Fixations—the number and distribution, total fixation time or average fixation duration are among the most common measures. The capabilities of this research method also allow the determination of scanpaths that track gaze on the image as well as heat- and focus maps, which visually represent points of gaze focus. A key concept in eye-tracking that allows for more in-depth analysis is areas of interest (AOI)—measures can then be taken for selected parts of the visual stimulus. On the other hand, the area of gaze outside the scope of analysis is called white space. The software allows for comparisons of static and non-static stimuli and provides a choice of template, dataset, metrics or data format. In conducting eye-tracking research, proper calibration is crucial, which means that the participant’s gaze should be adjusted to the internal model of the eye-tracking software. In addition, attention should be paid to such aspects as time and spatial control. The exposure time for each participant should be identical. The testing space should be well-lit and at a comfortable temperature.

Art is increasingly perceived as an investment asset among investors in Poland. In order to achieve high rates of return it is crucial to identify the main factors affecting the value of the works of art in the art market. Death of the artist seems to be one of the essential determinants influencing art market prices. The main aim of the study is to examine if the artist's living status (i.e. information whether the artist did or did not live when the transaction was held) affects the prices of the works of art. According to the findings the largest percentage of the works of art that showed a price increase between the first and second auction was in the group of artists alive at the time of the first sale and deceased at the time of the second sale in comparison with artists alive and deceased at the time of both transactions.

The paper presents the method of measuring electrodermal activity (EDA), its essential elements, assumptions related to the concept, and its possibilities in marketing research. The article also discusses examples of using EDA, together with other measurement methods. The aim of this chapter is also to present the methods of EDA measurement and to discuss the basic indicators and their interpretation.

In this chapter, the “between-subject” is dealt with, as well as the single hypothesis approach. Both parametrical and non-parametrical versions of the tests are described. All tests are introduced, and the full, step-by-step SPSS guidance is presented. The sections regarding effect size and about writing the report are also included.