neuromarketing ↔ Eye-tracking

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Eye-tracking is a primary neurophysiological tool used within the field of neuromarketing to identify subconscious buying triggers [1] and to measure cognitive processes such as attention [2].

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Marketing and Consumer Psychology - iResearchNet business-psychology.iresearchnet.com iResearchNet 1 fact

claimNeuromarketing combines consumer psychology and neuroscience to identify subconscious triggers for buying behavior using tools like fMRI and eye-tracking, as noted by Plassmann et al. (2012).

Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org Frontiers 1 fact

referenceRecent neuromarketing research includes studies by Tan and Lee (2024) using fMRI and questionnaires; Ülker et al. (2025) using GSR, PPG, and questionnaires; Xu and Liu (2024) using EEG; Zhang et al. (2024) using fMRI and questionnaires to study consumer wellbeing; Adalarasu et al. (2025) using EEG and questionnaires to study emotional intelligence; Khubchandani and Raman (2025) using eye-tracking (ET) and questionnaires to study SOR Theory; Lopez-Navarro et al. (2025) using EEG, EDA, and questionnaires to study perception; Marques et al. (2025) using EDA and FEA to study the Elaboration Likelihood Model (ELM); Šola et al. (2025) using eye-tracking (ET) to study the Technology Acceptance Model (TAM); and Yu et al. (2025) using fNIRS to study anthropomorphism and pro-social behavior.