EYE-TRACKING AS A PHYSIOLOGICAL CORRELATE OF CONSUMER BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW

Abstract

Objective: This study analyzes, through a systematic literature review, the main approaches used in research on consumer behavior that used eye-tracking as an identifier of physiological reactions. Method: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol was used to identify and select empirical studies published in the last five years, between 2019 and 2023, in nine research databases (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis, and Google Scholar). Thus, 243 studies were included in the review. Results: The analyzed studies are mainly classified into four different themes of neuromarketing application: purchase decision, behavioral prediction, advertising effects, and customer retention. The main segments analyzed were e-commerce and retail. The predominance of quantitative studies and the need to control sociodemographic variables in the models is highlighted. In summary, there is a suggested need for more multimethod approaches that combine eye-tracking with quantitative and qualitative methods (retrospective interviews), as well as integrate it with other techniques such as Electroencephalography (EEG), Magnetic Resonance Imaging (MRI), Galvanic Skin Response (GSR), facial biometrics, among others. Theoretical/Methodological Contributions: This research advances the understanding of the state of the art on eye-tracking and its application in neuromarketing, providing insights into methodological pathways. Originality/Relevance: Therefore, the main applications and emerging themes that can be explored in future studies are discussed. The proposal was previously registered in PROSPERO (CRD42022315763) and at the time of registration, there was no similar protocol.