Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Eye Tracking in Neuromarketing: A Study on Visual Attention Patterns

Author(s): Yashodhan Karulkar, Christine D'Lima, Mihir Gada and Anjor Tank

Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice. This represents the motivation of this investigation, whose objective is to investigate the use of eye tracking in neuromarketing and how it improves the effectiveness of advertising and consumer engagement. The data was collected using software on four cereal brands unknown to the Indian market to avoid the familiarization bias. The result highlighted the importance of visual attention patterns and packaging design to influence participants' purchase intentions.

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