Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/183661 
Authors: 
Year of Publication: 
2015
Citation: 
[Title:] Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Kotor, Montengero, 10-11 September 2015 [Publisher:] IRENET - Society for Advancing Innovation and Research in Economy [Place:] Zagreb [Year:] 2015 [Pages:] 295-302
Publisher: 
IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Abstract: 
The goal of this paper is to explore the benefits of neuromarketing, in general, and the eye tracking method, in particular, in market research, and to consider their ethical implications. In an example of a typical case study I will try to show how eye tracking can be deployed to analyse the unconscious visual perception of a TV commercial by the participants in the study. I analysed a TV commercial for readymade soups, in which five different readymade soups where advertised. The sample contains 21 participants. With the help of eye tracking method in “Gazepoint” software we have discovered that one scene drew attention much more than the others. In addition to this, I review the literature on benefits of eye tracking as a complement to more traditional methods. I also present an overview of ethical issues related with this method.
Subjects: 
neuromarketing
eye tracking
market research
ethics
JEL: 
M3
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Conference Paper

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