EXPLORING THE SUBCONSCIOUS DECISION MAKING IN NEUROMARKETING RESEARCH USING EYE TRACKING TECHNIQUE
Abstract
This manuscript investigates the relationship of the effects and cognitive consumer purchase behaviors when making decisions. The study of consumer purchase behavior, which is known today as Neuromarketing, is one of the emerging multidisciplinary fields that link studies such as psychology, cognitive science, business planning, marketing and electronics systems. In contrast, traditional marketing business only based consumers’ responses on surveys with no direct quantification of their behavior. Hence, the study objectively focused on tracking the gazing behavior to measure and analyze its correlation to the behavior of the mind. We further investigate to determine the subconscious of consumer behavior in decision making and their purchasing process. In this experiment, the Tobii TX300 eye tracker was used to track and record the eye gaze. Sixteen mentally and physically healthy participants took part in this experiment. Men and women clothes collections from online shopping were chosen as the stimuli. The gaze behavior of each individual was observed and analyzed. A post experiment questionnaire was given to the participants to confirm their subconscious’ decision. The results showed that the gazing behavior of participants were significantly and subconsciously influenced by the bold, highlighted, and big elements of each stimulus. Hence, most of the respondents have their own decision when purchasing a product which does not depend on the amount of their eye-fixation on a product.
Downloads
References
[2] V. Navalpakkam and E.F. Churchill, “Eye Tracking: A Brief Introduction”, in Ways of Knowing in HCI, J. Olson and W. Kellogg, Eds. New York: Springer, 2014, pp. 323-348.
[3] A. Schall and J. R. Bergstrom, “Introduction to Eye Tracking”, in Eye Tracking in User Experience Design, J. R. Bergstrom and A.J. Schall, Eds. Amsterdam: Elsevier, 2014, pp. 3-26.
[4] O.M. Abdallahi, M. P. Da Silva and V. Courboulay. “A history of eye gaze tracking”, Technical Report. Hal-00215967, 2007.
[5] H. Singh and D. Singh "Human Eye Tracking and Related Issues: A Review”, International Journal of Scientific and Research Publications, vol. 2, no. 9, pp. 1-9, 2012.
[6] D. Graham, J. Orquin and V. Visschers, "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement", Food Policy, vol. 37, no. 4, pp. 378-382, 2012
[7] T. Falck-Ytter, C. Von Hofsten, C. Gillberg and E. Fernell, "Visualization and Analysis of Eye Movement Data from Children with Typical and Atypical Development", Journal of Autism and Developmental Disorders, vol. 43, no. 10, pp. 2249-2258, 2013.
[8] D.O.J. dos Santos, J.H.C. de Oliveira, J.B. Rocha, J.D.M.E. Giraldi, ”Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies”, International Journal of Psychological Studies, vol. 7, no. 1, pp.32-42, 2015.
[9] L. Zurawicki, Neuromarketing: exploring the brain of the consumer. Germany: Springer Berlin Heidelberg, 2010.
[10] M. Wedel and R. Pieters, "Eye Tracking for Visual Marketing", Foundations and Trends® in Marketing, vol. 1, no. 4, pp. 231-320, 2006.
[11] C. Solnais, J. Andreu-Perez, J. Sánchez-Fernández, and J. Andréu-Abela. “The contribution of neuroscience to consumer research: A conceptual framework and empirical review”, Journal of Economic Psychology, vol. 36, pp. 68-81, 2013.
[12] J. Hoffman and B. Subramaniam, “The role of visual attention in saccadic eye movements”, Perception & Psychophysics, vol. 57, no. 6, pp. 787-795, 1995.
[13] S. Alghowinem, M. Al Shehri, R. Goecke and M. Wagner, “Exploring Eye Activity as an Indication of Emotional States Using an Eye-Tracking Sensor” in Intelligent Systems for Science and Information, L. Chen, S. Kapoor and R. Bhatia Eds. Switzerland: Springer, 2014, pp. 261-276.
[14] H. Zamani, A. Abas and M.A. Muhamad Kamal, “Eye tracking Application on Emotion Analysis for Marketing Strategy”, Journal of Telecommunication, Electronic and Computer Engineering, vol. 8, no. 11, pp. 88-91, 2016.
[15] J.M. Henderson. (2014). Eye tracking technology knows your subconscious pizza desires or not [Online]. Available: http://theconversation.com/eye
tracking-technology-knows-your-subconscious-pizza-desires-or-not-35132.
[16] J.S. Kumar ,“The psychology of colour influences consumers’ buying behaviour-a diagnostic study”, Ushus-Journal of Business Management, vol. 16, no. 4, pp. 1-13, 2017
