Pupillometry and eye tracking as neuromarketing tools
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Abstract
Studying human behavior when making economic decisions is important, since they are biased by emotions and instincts. Our approach consists of contributing to the demonstration that non-rational brain processes do influence decision-making and that the study of human behavior and its decisions must be involved with new technologies such as the eye tracker. This research focuses exclusively on the use and relevance of eye tracking within selective visual attention processes, in response to some marketing stimuli, such as exposure to brands of products known or unknown to the doctor. There is extensive literature that supports that gaze fixations and pupil diameter are associated with cognitive and emotional processes, showing that large dilations in the diameter of the pupil are associated with positive choices, compared to small dilations that suggest negative choices. It was possible to establish that the diameter of the pupil acted as an emotional indicator before the presentation of a promotional video of a cream for the healing and treatment of skin wounds. Additionally, it was determined that gender is an explanatory variable for the difference in pupil diameters, and that gaze travel and fixations in certain areas of interest allow two important conclusions to be drawn: the first is that the fixation count and its duration are indicators of the attention generated in that particular area; the second is related to the importance of the correct measurement of the pupil diameter, which allows us to establish whether this fixation, a product of attention, is due to an emotional response of acceptance or rejection.
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