Exploring Eye-Tracking and Face-Reading Indicators of Compulsive Buying Tendencies in Advertising Leaflet Processing

This study explores which eye-tracking and face-reading indicators differentiate respondents with higher and lower tendencies toward compulsive buying when processing advertising leaflets. The objective was to examine whether compulsive buying tendencies are reflected in real-time visual attention and facial-emotional responses to specific leaflet elements. Data were collected from 177 respondents using an online panel. Participants viewed standardized advertising leaflets while eye-tracking and automated facial expression data were recorded. Compulsive buying tendencies were measured using a short questionnaire scale, and respondents were compared according to their CBB scores. The analysis focused on areas of interest including product image, product name, price, discount symbol, product description, and country-of-origin information. The results show that respondents with higher compulsive buying tendencies differed mainly in visual-attentional processing. The strongest differentiating indicator was shorter time to first fixation on the product image, suggesting faster orientation toward the product visual among higher-CBB respondents. Secondary patterns indicated weaker processing of country-of-origin information and slightly greater repeated attention to the product name. Face-reading indicators provided weaker differentiation, as facial responses were predominantly neutral. Although discount symbols generated relatively higher engagement and joy overall, they did not clearly distinguish higher- from lower-CBB respondents. The findings suggest that compulsive buying tendencies are expressed less through strong facialemotional reactions and more through subtle shifts in attention toward product-related cues. Eye-tracking and facereading should therefore be viewed as complementary exploratory tools rather than diagnostic substitutes for validated CBB questionnaires.  

compulsive buying, eye-tracking, face-reading, advertising leaflets, consumer behavior, neuromarketing

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