Neuromarketing in Market Research: Eye Tracking Application
Keywords:
neuromarketing, eye tracking, market research, ethicsAbstract
The goal of this paper is to explore the benefits of neuromarketing, in general, and the eye tracking method, in particular, in market research, and to consider their ethical implications. In an example of a typical case study I will try to show how eye tracking can be deployed to analyse the unconscious visual perception of a TV commercial by the participants in the study. I analysed a TV commercial for readymade soups, in which five different readymade soups where advertised. The sample contains 21 participants. With the help of eye tracking method in “Gazepoint” software we have discovered that one scene drew attention much more than the others. In addition to this, I review the literature on benefits of eye tracking as a complement to more traditional methods. I also present an overview of ethical issues related with this method.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Bagdziunaite, D., Ramsøy, T.Z., Nassri, K., Clement, J. (2014), “An added value of neuroscientific tools to understand consumers’ in-store behaviour”, paper presented at EMAC 2014, European Marketing Academy, Valencia, available at: https://www.dropbox.com/s/s9yr607ow0xsdat/EMAC%202014%20app%20(1).pdf (accessed May 15th 2015).
Fitzpatrick, M. (2010), “Advertising billboards use facial recognition to target shoppers”, available at: http://www.theguardian.com/media/pda/2010/sep/27/advertising-billboards-facial-recognition-japan (accessed May 30th 2015).
Foley M. (2010), “The Age of Absurdity”, Simon & Schuster UK Ltd, Great Britain.
Jelić, N. (2014), “Bihevioralna ekonomija, neuroekonomija, neuromarketing”, [Behavioural Economics, Neuroeconomics, Neuromarketing], JAHR - European Journal of Bioethics, Vol. 5 No. 9, pp 193-208.
Knutson, B., Rick, S., Wimme, G.E., Prelec D., Loewenstein G., (2007), “Neural predictors of purchases”, Neuron, Vol. 4 No. 53(1), pp 147–156.
Krajinović, A., Sikirić D., Jašić, D. (2012), “Neuromarketing and Customers’ Free Will”, Gomezelj Omerznel, D., Nastav, B., Sedmak, S., MIC 2012 - Management International Conference - Management Transformation with Creativity, 13th International Conference, Koper, Budapest: University of Primorska, Faculty of Management, Corvinus University of Budapest, pp. 1143-1163.
McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R. (2004), “Neural correlates of behavioral preference for culturally familiar drinks”, Neuron, Vol. 44 No. 2, pp. 379–387.
Milosavljevic, M., Navalpakkam, V., Koch, C., Rangel, A. (2012), “Relative visual saliency differences induce sizable bias in consumer choice”, Journal of Consumer Psychology, Vol. 22, pp 67-74.
Ramsøy, T.Z. (2014), “An Introduction to Consumer Neuroscience & Neuromarketing”, available at: https://www.coursera.org/course/neuromarketing (accessed November 10th 2014).
Ramsøy, T.Z., Scov, M. (2014), “Brand preference affects the threshold for perceptual awareness”, Journal of Consumer Behaviour, Vol. 13 No. 1, pp 1-8.
Roth, M. (2015), “This Powerful Interactive Billboard Dares You To Face Domestic Violence Head-On”, available at: http://www.mtv.com/news/2099076/interactive-domestic-violence-billboard/ (accessed May 30th 2015).
Scov, M., Kirk, U., Hulme, J., Zeki, S. (2008), “Modulation of aesthetic value by semantic context: An FMRI study”, Neuroimage, Vol. 44 No. 3, pp 1125-1132.
