Neuromarketing and visual attention study using eye tracking techniques

Abstract

This paper presents a study of human behavior related to different marketing stimuli based on pupillometry data. The consumer's gaze points on products of interest are acquired with a remote eye tracker and the obtained heatmaps and timestamps are used for further analysis. An application for recording user's visual attention on web pages and advertising slides is implemented. A sensor for electrodermal activity is also used in order to have an additional response regarding consumer arousal. The results reveal that the human emotions and visual attention are highly correlated with practical marketing applications.