Eye-tracking ↔ Electroencephalography

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related 4.00 — strongly supporting 12 facts

Electroencephalography and eye-tracking are frequently integrated as complementary neuromarketing tools to simultaneously capture neural and attentional data, as evidenced by their combined use in research studies [1], [2], [3], and [4].

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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org Frontiers 12 facts

referenceSavelli et al. (2022) utilized implicit priming tests, eye-tracking, electroencephalography (EEG), questionnaires, and focus groups to study communication strategies for the food and tourism industry.

referenceGarczarek-Bak et al. (2021) utilized electroencephalography (EEG), electrodermal activity (EDA), and eye-tracking (ET) to predict brand choice.

referenceCirović et al. (2024) utilized Aristotelian persuasion theory in a study combining EEG, eye-tracking (ET), and questionnaires.

referenceSavelli et al. (2022) applied signaling theory in a study using implicit priming tests, eye-tracking, EEG, questionnaires, and focus groups.

referenceLee et al. (2007) demonstrated that techniques such as eye-tracking, fMRI, and EEG reveal neural triggers that influence consumer preferences and intentions.

claimIntegrating eye-tracking with electroencephalography (EEG) allows researchers to link visual attention to brain activity, helping identify which elements of a product or advertisement influence purchase intent.

claimIntegrating multiple neuroimaging techniques, such as fMRI, EEG, and eye-tracking, allows researchers to simultaneously capture neural, physiological, and attentional data to provide a more holistic view of the consumer decision-making process.

claimNeuroscientific techniques such as EEG, fMRI, and eye-tracking can evaluate consumer behavior across decision-making stages, including need recognition, evaluation, and post-purchase, by measuring real-time neural responses.

referenceFondevila i Gascón et al. (2020) and Pozharliev et al. (2022a,b) utilized electrodermal activity (EDA), eye-tracking (ET), and electroencephalography (EEG) to study influencer marketing.

referencePozharliev et al. (2022a,b) utilized the Behavioral Activation System (BAS), Behavioral Inhibition System (BIS), dual coding theory, and the social media influencer value model (SMIV) in a study using eye-tracking (ET) and EEG.

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.

referenceCirović et al. (2024) utilized electroencephalography (EEG) and eye-tracking (ET) to study environmentally sustainable marketing communication.