'The findings of experiments of consumer behaviour using eye-tracking have no value because they lack ecological validity.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (May/June 2021). The mark or mark type is shown in brackets.

1. [1] Eye tracking is scientific equipment which is reliable.
2. [1] Data recorded is objective: where the person looks is clear and unambiguous.
3. [1] Data is quantitative and so comparisons can be made between participants and between studies.
4. [1] It provides immediate feedback.
5. [1] It is easy to use requiring no training.
6. [1] Participants can choose to look in whatever direction they wish – they know their eye movements are being tracked.
7. [1] There may be cultural differences in where people are socialised to look.
8. [1] Data is where the participant has looked but it does not provide an explanation of why that person has looked in a particular direction.
9. [1] Eye tracking is reductionist – product purchase isn't just based on vision; for some products smell and touch may be important.
10. [1] It cannot be used with every participant, people with contact lenses or with long eye lashes.
11. [1] Eye movement may be subconscious and difficult to control at all times.
12. [1] Data may not be accurate.
13. [1] Conclusion: any appropriate conclusion drawn from the discussion that has been presented.