Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review

Detalhes bibliográficos
Autor(a) principal: Pereira, Marcelo Henrique Neves
Data de Publicação: 2024
Outros Autores: Melo, Felipe Luiz Neves Bezerra de, Soares, Ana Maria Jerônimo, Ferreira, Pabllo Barcellos Soares, Silva, Marcos Paulo da, Morya, Edgard
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/23271
Resumo: Objective: This study analyzes, through a systematic literature review, the main approaches used in research on consumer behavior that used eye-tracking as an identifier of physiological reactions. Method: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol was used to identify and select empirical studies published in the last five years, between 2019 and 2023, in nine research databases (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis, and Google Scholar). Thus, 243 studies were included in the review. Results: The analyzed studies are mainly classified into four different themes of neuromarketing application: purchase decision, behavioral prediction, advertising effects, and customer retention. The main segments analyzed were e-commerce and retail. The predominance of quantitative studies and the need to control sociodemographic variables in the models is highlighted. In summary, there is a suggested need for more multimethod approaches that combine eye-tracking with quantitative and qualitative methods (retrospective interviews), as well as integrate it with other techniques such as Electroencephalography (EEG), Magnetic Resonance Imaging (MRI), Galvanic Skin Response (GSR), facial biometrics, among others. Theoretical/Methodological Contributions: This research advances the understanding of the state of the art on eye-tracking and its application in neuromarketing, providing insights into methodological pathways. Originality/Relevance: Therefore, the main applications and emerging themes that can be explored in future studies are discussed. The proposal was previously registered in PROSPERO (CRD42022315763) and at the time of registration, there was no similar protocol.
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spelling Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature reviewEye-Tracking como correlato fisiológico do comportamento do consumidor:: uma revisão sistemática da literaturaComportamento do ConsumidorMarketingNeuromarketingEye-TrackingObjective: This study analyzes, through a systematic literature review, the main approaches used in research on consumer behavior that used eye-tracking as an identifier of physiological reactions. Method: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol was used to identify and select empirical studies published in the last five years, between 2019 and 2023, in nine research databases (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis, and Google Scholar). Thus, 243 studies were included in the review. Results: The analyzed studies are mainly classified into four different themes of neuromarketing application: purchase decision, behavioral prediction, advertising effects, and customer retention. The main segments analyzed were e-commerce and retail. The predominance of quantitative studies and the need to control sociodemographic variables in the models is highlighted. In summary, there is a suggested need for more multimethod approaches that combine eye-tracking with quantitative and qualitative methods (retrospective interviews), as well as integrate it with other techniques such as Electroencephalography (EEG), Magnetic Resonance Imaging (MRI), Galvanic Skin Response (GSR), facial biometrics, among others. Theoretical/Methodological Contributions: This research advances the understanding of the state of the art on eye-tracking and its application in neuromarketing, providing insights into methodological pathways. Originality/Relevance: Therefore, the main applications and emerging themes that can be explored in future studies are discussed. The proposal was previously registered in PROSPERO (CRD42022315763) and at the time of registration, there was no similar protocol.Objetivo: Este estudo analisa, por meio de uma revisão sistemática da literatura, quais as principais abordagens utilizadas em pesquisas sobre comportamento do consumidor que usaram o método eye-tracking como identificador de reações fisiológicas. Método: O protocolo Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) foi utilizado para identificar e selecionar estudos empíricos publicados nos últimos cinco anos, entre 2019 e 2023, em nove bases de pesquisa (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis e Google Acadêmico). Assim, 243 estudos foram incluídos na revisão. Resultados: Os estudos analisados se enquadram, sobretudo, em quatro diferentes temas de aplicação de neuromarketing: decisão de compra, previsão comportamental, efeitos da publicidade e retenção de consumidores. Os principais segmentos analisados foram o comércio eletrônico e o varejo. Destaca-se a predominância de estudos quantitativos e a necessidade de controlar variáveis sociodemográficas nos modelos. Em síntese, sugere-se uma maior aplicação da abordagem multimétodo, que combine o rastreamento ocular com métodos quantitativos e qualitativos (entrevistas retrospectivas), bem como o integre com outras técnicas como Eletroencefalografia (EEG), imagem de ressonância magnética (MRI), resposta galvânica (GSR), biometria facial, entre outras. Contribuições Teóricas/Metodológicas: Esta pesquisa avança na compreensão do estado da arte sobre rastreamento ocular e sua aplicação no neuromarketing, apresentando insights sobre caminhos metodológicos. Originalidade/Relevância: Por conseguinte, são discutidas as principais aplicações e temas emergentes que podem ser explorados em estudos futuros. A proposta foi previamente cadastrada no PROSPERO (CRD42022315763) e, até o momento do registro, não havia outro protocolo semelhante.Universidade Nove de Julho - Uninove2024-02-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2327110.5585/remark.v23i1.23271ReMark - Revista Brasileira de Marketing; v. 23 n. 1 (2024): Special Issue: Applications of neurosciences to the marketing field; 300-3652177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/23271/10702Copyright (c) 2024 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessPereira, Marcelo Henrique NevesMelo, Felipe Luiz Neves Bezerra deSoares, Ana Maria JerônimoFerreira, Pabllo Barcellos SoaresSilva, Marcos Paulo daMorya, Edgard2024-02-08T16:15:02Zoai:ojs.periodicos.uninove.br:article/23271Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2024-02-08T16:15:02REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
Eye-Tracking como correlato fisiológico do comportamento do consumidor:: uma revisão sistemática da literatura
title Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
spellingShingle Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
Pereira, Marcelo Henrique Neves
Comportamento do Consumidor
Marketing
Neuromarketing
Eye-Tracking
title_short Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
title_full Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
title_fullStr Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
title_full_unstemmed Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
title_sort Eye-Tracking as a physiological correlate of consumer behavior: a systematic literature review
author Pereira, Marcelo Henrique Neves
author_facet Pereira, Marcelo Henrique Neves
Melo, Felipe Luiz Neves Bezerra de
Soares, Ana Maria Jerônimo
Ferreira, Pabllo Barcellos Soares
Silva, Marcos Paulo da
Morya, Edgard
author_role author
author2 Melo, Felipe Luiz Neves Bezerra de
Soares, Ana Maria Jerônimo
Ferreira, Pabllo Barcellos Soares
Silva, Marcos Paulo da
Morya, Edgard
author2_role author
author
author
author
author
dc.contributor.author.fl_str_mv Pereira, Marcelo Henrique Neves
Melo, Felipe Luiz Neves Bezerra de
Soares, Ana Maria Jerônimo
Ferreira, Pabllo Barcellos Soares
Silva, Marcos Paulo da
Morya, Edgard
dc.subject.por.fl_str_mv Comportamento do Consumidor
Marketing
Neuromarketing
Eye-Tracking
topic Comportamento do Consumidor
Marketing
Neuromarketing
Eye-Tracking
description Objective: This study analyzes, through a systematic literature review, the main approaches used in research on consumer behavior that used eye-tracking as an identifier of physiological reactions. Method: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol was used to identify and select empirical studies published in the last five years, between 2019 and 2023, in nine research databases (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis, and Google Scholar). Thus, 243 studies were included in the review. Results: The analyzed studies are mainly classified into four different themes of neuromarketing application: purchase decision, behavioral prediction, advertising effects, and customer retention. The main segments analyzed were e-commerce and retail. The predominance of quantitative studies and the need to control sociodemographic variables in the models is highlighted. In summary, there is a suggested need for more multimethod approaches that combine eye-tracking with quantitative and qualitative methods (retrospective interviews), as well as integrate it with other techniques such as Electroencephalography (EEG), Magnetic Resonance Imaging (MRI), Galvanic Skin Response (GSR), facial biometrics, among others. Theoretical/Methodological Contributions: This research advances the understanding of the state of the art on eye-tracking and its application in neuromarketing, providing insights into methodological pathways. Originality/Relevance: Therefore, the main applications and emerging themes that can be explored in future studies are discussed. The proposal was previously registered in PROSPERO (CRD42022315763) and at the time of registration, there was no similar protocol.
publishDate 2024
dc.date.none.fl_str_mv 2024-02-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/23271
10.5585/remark.v23i1.23271
url https://periodicos.uninove.br/remark/article/view/23271
identifier_str_mv 10.5585/remark.v23i1.23271
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/23271/10702
dc.rights.driver.fl_str_mv Copyright (c) 2024 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 23 n. 1 (2024): Special Issue: Applications of neurosciences to the marketing field; 300-365
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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