Take part in a VR and eye-tracking shopping study at the XR Lab at TUM Campus Heilbronn. In the study, you will browse a simulated VR online shop while we record your eye movements. Everyone is welcome — no prior knowledge or special skills are required.
• Duration: approx. 30 minutes
• Location: XR Lab, L.U.12, Bildungscampus 9, TUM Campus Heilbronn
• Compensation: 15€
Complete a short pre-survey first, then come to the lab to take part in the study.
You can take part in our research by joining our participant pool. After registering, you will receive invitations to studies conducted either online or in our XR lab. For each invitation, you can decide whether you would like to participate. Participation in studies is compensated.
All collected data is used exclusively for scientific research purposes.
We look forward to welcoming you as a participant to our studies.
The Extended Reality Lab at TUM Campus Heilbronn is a space where state-of-the-art technologies meet innovative teaching and research concepts. It combines virtual reality, augmented reality, and eye-tracking to explore how people perceive information, interact with digital environments, and make decisions.
The XR Lab is used for both research and education. In teaching, it allows students to experience immersive technologies such as VR and AR and understand how they can be applied in business, operations, and management.
In research, the lab supports experiments and empirical studies on human behavior, operational processes, cognitive processes, user experience, consumer behavior, and managerial decision-making.
Complementing the XR Lab, we also operate an Eye Tracking Laboratory, which serves as another key facility for our research and teaching activities. This lab allows us to investigate visual attention, user experience, and consumer behavior with high precision, providing our students and researchers with tools to analyze and optimize interactions in digital environments.
Together, these labs reflect our focus at TUM Campus Heilbronn: fostering a deep understanding of how digital technologies shape the future of business, while preparing students and partners to harness these innovations effectively.
Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption
This research examines how immersion affects the adoption of virtual reality shopping environments. It shows that immersive VR can make shopping more engaging through telepresence and hedonic experience, while also revealing usability challenges related to product information and users’ willingness to shop in VR again.
Beyond the Gimmick: How Affective Responses Influence Brand Attitudes and Purchase Intentions in Augmented Reality
This research explores how AR product presentations influence consumer emotions and brand perceptions. It shows how AR experiences affect enjoyment, inspiration, purchase intentions, and word-of-mouth intentions. The study highlights when AR creates meaningful customer engagement beyond technological novelty.
Combining Virtual Reality and Mobile Eye Tracking to Create Naturalistic Experimental Environments
This research explores how virtual reality and mobile eye-tracking can be combined for shopper research. It shows how researchers can study visual attention and decision-making in realistic but controlled environments. The approach helps analyze how consumers look at products, process information, and make decisions during shopping.
Eye-Tracking-Based Information Processing in Choice-Based Conjoint Analysis
This research combines choice-based conjoint analysis with eye-tracking to better understand how consumers process information during choice tasks. It shows how visual attention data can reveal which product attributes people consider, how they compare options, and how they make preference-based decisions.
Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning
The research uses eye movement data to identify consumers’ shopping motives without explicit user input. It shows how gaze-based prediction models can distinguish between goal-directed and exploratory shopping behavior in real and virtual supermarkets, supporting more personalized and less interruptive assistance systems.
The Promise of Eye-Tracking Methodology in Organizational Research
The article explores how eye-tracking can be used as a behavioral research method. It shows how visual attention data can provide new insights into how people process information, make decisions, and behave in management contexts. It also highlights future applications of eye-tracking in management, entrepreneurship, and HR.
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