Neuromarketing is a postmodern marketing style and is a science based on measurement and observation rather than customer statement. It is critical to measure and monitor customer behaviors. Neuromarketing, which launched a whole new era in marketing research by measuring emotional behaviors of customers with unconscious reactions, it brings out important results for marketers. In this respect, neuromarketing, which has futuristic qualifications by using various measuring techniques in terms of scientific data and statistical calculations away from utopia, which is also a field of study creating foresights in this direction besides being a field of study with high reality and a window opening into human brain, and a marriage of marketing and science, is trying to solve the riddle by mixing marketing researches with science in accordance with the reasons mentioned above. The problem that individuals, with their complexity, behave under the effect of both their logic and emotions and this can cause them to become distanced to reality is the focus of neuromarketing and in this study; eye tracking technique, which is one of the important methods of neuromarketing it has been dealt with conceptually in a comprehensive manner.
Eye Tracking Method, Neuromarketing, Marketing
|Author :||A.Selçuk KÖYLÜOĞLU|
|Number of pages:||566-575|