This paper explores consumer behavior during online flight searches using eye‐tracking technology, focusing on visual attention and decision‐making on e‐commerce platforms. The study involved 32 university students, aged 19–25, tasked with finding flights based on specific requirements. Data were collected using the Smart Eye AI eye tracker and analyzed through heatmaps, gaze mapping, and areas of interest (AOI), with supplementary questionnaires assessing digital literacy and prior experience. Results showed only 25% of participants successfully met the task criteria, highlighting challenges with website clarity and search complexity. Eye‐tracking metrics revealed user focus on search fields and flight details, while peripheral elements like advertisements received minimal attention. Findings stress the importance of clear information presentation and user‐friendly interfaces to reduce cognitive load and improve decision‐making. Recommendations include refining visual elements, optimizing ad placement, and simplifying search processes to enhance user experience in online ticket sales.

The paper deals with the assessment of visual perception in the advertising industry. The main goal was to analyze the effect of human faces on consumers' visual attention and their perception of advertising and the brand. As part of the analysis, we conducted a neuromarketing survey using eye tracking, which was supplemented by the subjective opinions of respondents obtained through a questionnaire. The survey sample consisted of 32 respondents aged 18-24, with both genders being equally represented. We then analyzed heatmaps, the results of selected eye tracking metrics, and questionnaire responses. The survey results showed that human faces in advertising represent a significant visual element that can affect consumers' visual attention, but their effectiveness depends on several factors, such as the composition of the advertisement or the segment in which the brand operates. The subjective assessment of respondents was focused on the perception of advertising, human faces and the brand by respondents. The results of the survey showed that the presence of human faces in advertising has an impact on the perceived interest, credibility and perception of positivity from this element. They also pointed out that the presence of faces can increase the perceived credibility of the brand itself, but their effect is not universal. Subsequently, we focused on comparing the results of individual brands whose advertisements were used in the survey.

Background: The research focuses on the psychological approach to the evaluation of sales behavior from the customers' perspective. In the context of sales behavior, it is essential to consider the approach of the seller, which is successful when sales are effective. Aims: The aim of the contribution was to evaluate selected types of sales behavior from the perspective of customers in the context of interpersonal relationships. Methods: The research evaluated sales behavior from the customers' perspective, focusing on four distinct types of sales behavior: manipulative, involved, stressed, and assertive. The study utilized the DOS-Z methodology and the Interpersonal Adjective Scales (IAS). Sample: The research sample consisted of 203 respondents, employees from the public and private spheres. Results: The study found no significant differences in sales behavior perceptions between urban and rural customers, but women rated salespeople as more stressed. Manipulative, assertive, stressed, and engaged behaviors correlated with traits like dominance, warmth, extraversion, and with some negative associations such as assertiveness with arrogance and introversion with engagement. Conclusions: The study concludes that place of residence minimally impacts perceptions of sales behavior, while gender influences stressed behavior. Interpersonal traits significantly shape customer perceptions, emphasizing their role in positive experiences.

Visual salience of wine packaging strongly influences purchase decisions, yet systematic evidence from Central Europe remains limited. Bottom-up theories predict that contrast, colour, and shape automatically capture fixations, while top-down goals steer gaze toward textual brand cues. This study examines how a single wine label presented on three identical bottles directs consumer attention. Thirty-eight participants viewed the stimulus for eight seconds under controlled laboratory conditions. Eye movements recorded in iMotions were analysed via heat maps, areas of interest, and scan paths to determine which bottle received the first fixation and how gaze evolved over time. Results show that the label as a whole captured the majority of visual attention, confirming its central informational and aesthetic function. Within the label, the grape illustration and the word “WINE” acted as visual anchors with the highest salience, rapidly attracting and sustaining gaze. These findings refine neuromarketing evidence on packaging attention and offer actionable guidance for designers: organise colour contrast, element size, and placement to prioritise salient anchors, and consider central positioning effects when arranging competing bottles on shelves. The study thus links attention metrics with concrete recommendations for more effective wine label design.