Review of eye-tracking: A neuromarketing technique

Abstract

Following technological advancements, the marketing world has witnessed a tremendous introduction of technologies that aid decision making. The essence is that through the adoption of such technologies, the marketers will make more informed decisions. Neuromarketing is a new marketing field that has witnessed increased penetration of technologies. As a field, it is centred on understanding the human brain's functionality when exposed to marketing activities. This article reviews eye-tracking as a neuromarketing tool. The review represents ideas from different scholars concerning the topic, concisely condensed to form the views held in this article. Findings from the review show that eye-tracking is one of the most commonly adopted neuromarketing tools because it is easier to access and implement with other tools. On the same note, some limitations come with this tool. The review concluded by stating that the best results with eye-tracking are obtained when combined with other tools to overcome these limitations and produce more informed data for better decisions and customer service.