Use of Eye Tracking Methodology in Tobacco Regulatory Science: A Systematic Review

Theoretical Background and research questions/hypothesis:  An increasing amount of research and experimental work in tobacco regulatory science involves the use of eye tracking methodologies to study tobacco advertisements, health warnings and tobacco control communication campaigns. To date, no common guidelines exist to determine best methods or measures for using this technology in tobacco regulatory science. This systematic review aims to describe the objectives, methods, measures, and evidence from eye tracking literature in tobacco regulatory science.

Methods:  We searched 11 databases for peer-reviewed and grey literature, using a search strategy that contained (1) eye tracking terms and (2) tobacco-related terms or health communication terms. Two coders reviewed each abstract or full text, only including studies reporting eye tracking outcomes in regards to tobacco regulatory science, such as tobacco packaging, labeling, warnings, advertisements, health campaigns, or point-of-sale. Information about theoretical framework, study design, sample recruitment and characteristics, eye tracking methodology, outcome measures, analytical methods, and results were extracted.

Results:  17 articles were included for qualitative synthesis. Seven studies examined tobacco health warnings in tobacco advertising, 4 examined the effect of plain packaging, 3 examined warnings on tobacco product packaging, and 3 examined warnings in tobacco control health communication. Studies reported a range of eye tracking methodologies and outcome measures.

Conclusions:  Development of standardized guidelines for eye tracking studies that examine tobacco regulatory science, including tobacco health warnings and tobacco control communication campaigns, is necessary to provide strong evidence that can inform the communication and regulation of tobacco products. Standardized guidelines for eye tracking reporting will enable better replication of studies, and allow easier comparability across similar studies.

Implications for research and/or practice:  Results provide guidelines for standard research methods and reporting metrics, which will move the tobacco regulatory field forward by enabling comparability across future eye tracking studies and define a standard nomenclature that will allow for easier interpretation of findings by policymakers and regulators.