Relationship between Visual Attention Patterns and Subjective Evaluations in Housing Sales Information: A Study Using Eye-Tracking Technology

Abstract

Traditionally, studies analyzing consumer preferences in real estate have focused on measuring subjective user responses, neglecting associated physiological responses. This study investigates the relationship between visual attention patterns and subjective evaluations of home sales information. Eye-tracking technology was used to record two characteristics of 21 participants’ visual behavior while viewing stimuli containing information about home sales (First Fixation Time and Total Fixation Duration). Additionally, participants evaluated their level of satisfaction with nine dwelling characteristics based on a questionnaire adapted for this research (1, quality and finishes of the dwelling; 2, size of the dwelling; 3, dwelling floor level; 4, bright and outdoor orientation of the dwelling; 5, flexible layout; 6, peaceful atmosphere; 7, smart and secure character; 8, privacy; and 9, original and luxurious character). The results demonstrated significant correlations between fixation time on specific areas of the stimulus and subjective ratings of features such as size, quality, finishes, layout, and orientation of the homes. Furthermore, differences based on gender and participants’ architecture experience level were observed in visual behavior during image observation. These findings underscore the importance of visual design and presentation in home marketing, as visual attention can influence perceptions of home characteristics and, ultimately, purchase decisions. © 2024 by the authors.