Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies

  •  Rene Santos    
  •  Jorge Oliveira    
  •  Jessica Rocha    
  •  Janaina Giraldi    


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.

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