The Promise of Eye-Tracking Methodology in Organizational Research

A Taxonomy, Review, and Future Avenues

Martin Meißner*, Josua Oll

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Technological advances in recent years have greatly lowered the barriers for using eye tracking (ET) as a research tool in laboratory and field settings. However, despite its potential and widespread application in other disciplines, the use of ET in organizational research remains sparse. This article therefore aims to introduce ET, and thus a new mode of behavioral data, to the field of organizational research. Based on a synthesis of prior literature, we propose an integrative taxonomy that unravels the methodological potential of ET as well as its scope of application. Building on our proposed taxonomy, we systematically review the use of ET in leading management journals and reflect on the current state of research. We further illustrate future avenues for ET in the domains of strategic management, entrepreneurship, and human resources to contribute to the method’s future dissemination and to the advancement of organizational science as well.
Original languageEnglish
JournalOrganizational Research Methods
Volume22
Issue number2
Pages (from-to)590-617
ISSN1094-4281
DOIs
Publication statusPublished - 1. Apr 2019

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Taxonomies
Personnel
Taxonomy
Organizational research
Methodology

Keywords

  • eye tracking
  • attention
  • taxonomy
  • literature review
  • behavioral data

Cite this

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title = "The Promise of Eye-Tracking Methodology in Organizational Research: A Taxonomy, Review, and Future Avenues",
abstract = "Technological advances in recent years have greatly lowered the barriers for using eye tracking (ET) as a research tool in laboratory and field settings. However, despite its potential and widespread application in other disciplines, the use of ET in organizational research remains sparse. This article therefore aims to introduce ET, and thus a new mode of behavioral data, to the field of organizational research. Based on a synthesis of prior literature, we propose an integrative taxonomy that unravels the methodological potential of ET as well as its scope of application. Building on our proposed taxonomy, we systematically review the use of ET in leading management journals and reflect on the current state of research. We further illustrate future avenues for ET in the domains of strategic management, entrepreneurship, and human resources to contribute to the method’s future dissemination and to the advancement of organizational science as well.",
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The Promise of Eye-Tracking Methodology in Organizational Research : A Taxonomy, Review, and Future Avenues. / Meißner, Martin ; Oll, Josua.

In: Organizational Research Methods, Vol. 22, No. 2, 01.04.2019, p. 590-617.

Research output: Contribution to journalJournal articleResearchpeer-review

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