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Using eye-tracking technology in Neuromarketing.

Consuela-Mădălina Gheorghe1, Victor Lorin Purcărea1, Iuliana-Raluca Gheorghe1

  • 1Department of Marketing and Medical Technology, "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.

Romanian Journal of Ophthalmology
|April 24, 2023
PubMed
Summary

Eye tracking in neuromarketing is crucial for understanding consumer buying intent for medical products. Combining eye tracking with marketing research reveals unconscious preferences, preventing ineffective campaigns.

Keywords:
Neuromarketingeye trackinggaze movementsvisual elements

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Area of Science:

  • Neuromarketing
  • Consumer Behavior
  • Marketing Research

Background:

  • Traditional marketing research may not fully capture unconscious consumer decision-making processes.
  • Understanding consumer intent is vital for effective marketing of medical products and services.

Purpose of the Study:

  • To review the significance and advantages of employing eye tracking within neuromarketing.
  • To analyze existing literature on eye tracking applications in marketing.

Main Methods:

  • Systematic review of research papers and articles.
  • Analysis of publications from major scientific databases (Scopus, PubMed, Elsevier, Springer, Science Direct).
  • Synthesis of findings on eye tracking in neuromarketing.

Main Results:

  • Eye tracking is a key tool for assessing consumer intent to purchase medical products.
  • Integrating eye tracking with standard marketing methods uncovers subconscious influences on consumer choice.
  • Neuromarketing strategies incorporating eye tracking can optimize marketing spend.

Conclusions:

  • Eye tracking significantly enhances neuromarketing by revealing hidden consumer preferences.
  • This technology aids in developing more effective marketing campaigns for medical goods and services.
  • Neuromarketing, particularly with eye tracking, offers a pathway to reduce marketing expenditure on unsuccessful strategies.