Attention preferences in video game consoles in the Hermosillo consumer: an analysis with eye-tracking technology

Abstract

The preference for a product or service brand is made up of different elements. In the case of visual attention, it is relevant because in the graphic components, the consumer places their perceptions and experiences with the brand. This exploratory study, focused on the city of Hermosillo, Sonora, investigates the visual preferences of young consumers towards the latest brands of video game consoles: Xbox, Playstation, and Nintendo, using eye-tracking technology. The study uses the Tobii Pro Nano meter to analyze eye reactions to console and logo stimuli, recording fixations and saccadic movements to deduce user interest and preferences.

The results indicate that the central position of the stimuli tends to attract more attention, benefiting the brand placed in that position. Nintendo stands out in the results, consistently capturing attention and visual preference over Playstation and Xbox, even when controlled for variables such as color in the stimuli. This initial study suggests a regional preference that could contradict or complement trends observed in other markets, highlighting the importance of considering local factors in the marketing and distribution of digital entertainment products.