Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies

• DOI: 10.5539/ijps.v7n1p32
• Publication Date: 2015-02-19T11:44:45Z
• Authors: Rene De Oliveira ...; Jorge Henrique Ca...; Jessica Bonaretto...; Janaina De Moura ...
• Keywords: Neuromarketing; Mainstream; Tracking (education)

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