Özet:

Different methods that enable the determination of the reactions given by the people against different stimulants were developed together with the improvement in technology. Being one of these methods, Eye-Tracking technique made analyses on the eye movements of the people possible. Eye-tracking technique is also used in the communication field where visual products such as web design, advertisement and cinema are presented in order to affect the consumers. Data acquired from the reactions given by the consumer to any stimulant are taken into consideration in various phases such as product production, promotion, distribution and presentation. In that sense, the eye tracking method helps us acquire important findings in the studies conducted in the field of communication. The purpose of this study is to contribute to the field by conceptually analyzing how the eye tracking method is used in the communication studies.    

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