The Role of Eye Tracking in Neuro Marketing: Insights Into Consumer Attention and Behaviour

Abstract

In an increasingly competitive and dynamic business environment, traditional marketing methods often fall short of capturing the subconscious drivers of consumer behaviour. Neuromarketing, an interdisciplinary field combining neuroscience with marketing, offers a more profound understanding of consumer responses. Among its tools, eye-tracking has emerged as a critical technique for providing objective insights into visual attention, a key component of the consumer decision-making process. This study explores the role and application of eye-tracking within neuromarketing to understand and enhance consumer brand engagement in the Indian context. A descriptive research design was employed, with primary data collected from 200 respondents using purposive sampling. The analysis, conducted through descriptive statistics, ANOVA, and Structural Equation Modeling (SEM), reveals a complex interplay of factors. The SEM results indicate that consumer decision-making processes are a powerful predictor of neuromarketing insights derived from eye-tracking (path coefficient = .78). Furthermore, the application of these insights shows a positive, albeit moderate, influence on consumer preference and brand engagement (path coefficient = .20), while also significantly highlighting the operational and methodological challenges inherent in its use (path coefficient = .37). The findings underscore the potential of eye-tracking to create more effective, data-driven marketing strategies but also emphasize the necessity of addressing practical challenges and ethical considerations, such as data privacy, to build consumer trust. This research contributes to the limited body of region-specific literature, providing a foundational understanding for marketers aiming to tailor visual strategies to the unique Indian market.