Comparing User Behavior in Real vs. Virtual Supermarket Shelves: An Eye-Tracking Study Using Tobii 3 Pro and Meta Quest Pro
Published in Poster presented at the International Conference on Human-Computer Interaction (HCII 2025), Gothenburg, Sweden, June 2025, 2025
Vona, F., Kaulard, P., Schorlemmer, J., Stemann, J., Fischer, S. & Voigt-Antons, J.-N.
We compare gaze behavior and product selection strategies between physical supermarket shelves and their VR twins. Using head-mounted and desktop eye tracking (Tobii Pro 3) and integrated VR eye tracking (Meta Quest Pro), we analyze fixation patterns, dwell time, and choice latency. Results discuss ecological validity of VR shopping studies and conditions under which VR approximates in-store behavior.
Recommended citation: Vona, F., Kaulard, P., Schorlemmer, J., Stemann, J., Fischer, S. & Voigt-Antons, J.-N. (2025, June). Comparing User Behavior in Real vs. Virtual Supermarket Shelves: An Eye-Tracking Study Using Tobii 3 Pro and Meta Quest Pro. Poster presented at the International Conference on Human-Computer Interaction (HCII 2025). Gothenburg, Sweden.