Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies

Rene Santos, Jorge Oliveira, Jessica Rocha and Janaina Giraldi

International Journal of Psychological Studies, 2015, vol. 7, issue 1, 32

Abstract: This article investigates the potential use of Eye Tracking as a neuromarketing tool and its potential for marketing in general. We sought to identify some of the main applications within the mainstream of marketing. The objective of this research was achieved by means of a conceptual literature review. The results of our research indicate important potential uses for Eye Tracking in practical marketing applications, such as brand equity, segmentation, new product development, pricing decisions, place decisions, promotion decisions, and social marketing studies. It is believed that in the near future, neuromarketing tools such as Eye Tracking will be part of mainstream marketing studies.

Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ccsenet.org/journal/index.php/ijps/article/download/39987/24634 (application/pdf)
https://ccsenet.org/journal/index.php/ijps/article/view/39987 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijpsjl:v:7:y:2015:i:1:p:32

Access Statistics for this article

More articles in International Journal of Psychological Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().