The Power of Neuromarketing: Exploring Eye-Tracking and Beyond

Neuromarketing, an interdisciplinary field blending neuroscience and marketing, delves into the unconscious processes that drive consumer behavior, often bypassing rational decision-making. This paper explores neuromarketing techniques, focusing on eye-tracking technology, which measures consumer gaze patterns to provide actionable insights for advertising, product design, and brand engagement. Methods like fMRI, EEG, and eye-tracking allow marketers to assess subconscious responses that traditional approaches may overlook, identifying preferences and emotional triggers through metrics such as fixations, heatmaps, and dwell time. This research also highlights the advantages of neuromarketing, such as access to subconscious responses and real-time data, while addressing challenges related to high costs, data interpretation, and ethical concerns. Eye-tracking, a core tool in neuromarketing, offers insights into visual attention and engagement but requires integration with other methods to overcome limitations. By examining current applications, advantages, and challenges, this paper underscores neuromarketing's potential to revolutionize consumer engagement through a deeper understanding of unconscious decision-making processes.

کلیدواژه ها:

Neuromarketing ، Eye-tracking ، Consumer behavior ، Subconscious decision-making ، Neuroimaging techniques