Exploring the user’s gaze during product evaluation through the semantic differential: a comparison between virtual reality and photorealistic images

Abstract Advanced product presentation methods can enhance the product evaluation experience both during the design process and online shopping, as static images often fail to convey essential product details. Virtual Reality (VR) technologies hold great potential in this regard, becoming increasingly accessible to all users. However, the influence of display mediums on emotional responses and product assessment needs further investigation, especially using physiological measures to obtain more objective insights. In this study, we investigate the influence of VR and photorealistic images on assessing and observing virtual prototypes of game controllers. The Semantic Differential technique was employed for product assessment, while built-in eye-tracking was used to measure participants’ viewing time on various areas of interest (AOIs). Our findings show that the medium significantly affects not only product evaluation and confidence in the response but also how the user observes it, with sensory-related features being particularly influenced. These findings hold practical implications for product design and vendors, as understanding the relationship between visualization mediums and product evaluation enhances the design process and improves consumer experiences.