A neuromarketing method involving specialized equipment to monitor and record eye movements and fixations as individuals view marketing stimuli. Providing insights into visual attention, gaze patterns, and the sequence of visual information processing, eye-tracking helps researchers understand how consumers engage with visual stimuli. The analysis of eye movement data allows neuromarketers to identify focal points, measure attention duration to specific elements, and assess the effectiveness of visual elements in capturing and maintaining viewer attention. This quantitative approach enhances the understanding of visual processing mechanisms and informs the design of visually impactful marketing materials.
Published in Chapter:
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Rodolfo Cordeiro (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Ana Reis (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Bruno Morgado Ferreira (Polytechnic Institute of Viseu, Portugal), and
Lara Mendes Bacalhau (CEOS.PP Coimbra, ISCAP, Polytechnic of Porto, Portugal & Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal)
Copyright: © 2024
|Pages: 18
DOI: 10.4018/979-8-3693-1858-4.ch005
Abstract
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review examines the role of emotions and senses in consumer decision-making by drawing insights from 16 empirical studies that employ neuromarketing techniques. The focus is on emotions and senses as pivotal influencers in consumer decision-making. The amalgamation of these findings underscores the profound impact of emotions on shaping consumer perceptions, brand preferences, and purchasing decisions. Moreover, sensory stimuli encompassing sight, smell, taste, touch, and hearing have emerged as instrumental factors in steering consumer behavior. These stimuli evoke emotions and trigger memories, leaving behind enduring impressions. The review underscores that marketers gain invaluable insights into the subtleties of these unconscious influences by leveraging neuromarketing techniques. With this knowledge, marketers can develop more effective marketing strategies to drive sales and foster stronger customer relationships.