Eye tracking techniques have revolutionized various fields, providing valuable insights into human behavior, cognitive processes, user experience, and medical conditions. As technology continues to advance, eye tracking is likely to further enhance our understanding of visual perception and contribute to the development of innovative applications in a wide range of domains. Eye tracking has also found applications in marketing and advertising. By monitoring consumers' eye movements, researchers can determine which elements of an advertisement or product attract the most attention. This information helps in optimizing marketing strategies, designing effective advertisements, and improving product packaging to enhance consumer engagement.This book provides a comprehensive overview of eye tracking research and applications, featuring contributions from worldwide authors. Its content covers a wide range of topics, providing both theoretical foundations and practical insights. The book caters to a diverse audience, including researchers, academics, professionals, and students in various disciplines such as psychology, human-computer interaction, marketing, neuroscience, and usability testing. With its global perspectives and multidisciplinary approach, this book serves as a valuable resource for anyone interested in exploring the interesting world of eye tracking.