Eye tracking: Possibilities of use of the eye tracking tool in advertising

Authors

  • Carlos Alberto Coletto Burger Centro Universitário Franciscano
  • Graziela Frainer Knoll Centro Universitário Franciscano

DOI:

https://doi.org/10.4013/fem.2018.203.07

Abstract

One of the techniques used by neuromarketing to capture and analyze data is eye tracking. The general objective of this work is to analyze the use of eye tracking in Brazil to aid in the decision-making process in the advertising field. The specific objectives are: to describe the variables that can be captured by eye tracking tools and the data that can be obtained from them; to make a bibliographical survey of the benefits and limitations of the eye tracking tool; understand how the data collected through an eye tracking tool can contribute to the decision making in advertising and possible applications in this field. This qualitative research, from bibliographical research and content analysis, investigated articles published in periodicals from 2010 to 2017 on this topic. The results demonstrate the recurrence of the use of eye tracking as a way of overcoming the difference between what is observed and what is stated by the participants of consumer surveys. For the decision making in advertising, the applications are varied, with the indication that the tool is combined with other search methods.

Keywords: neuromarketing, advetising, eye tracking.

Author Biographies

Carlos Alberto Coletto Burger, Centro Universitário Franciscano

Bacharel em Sistemas de Informação pelo Centro Universitário Franciscano (2010), graduando (formando) em Publicidade e Propaganda pela mesma instituição.

Graziela Frainer Knoll, Centro Universitário Franciscano

Professora Adjunto no curso de Publicidade e Propaganda do Centro Universitário Franciscano; Doutora em Letras - Estudos Linguísticos pela Universidade Federal de Santa Maria (UFSM); Bacharel em Comunicação Social - Publicidade e Propaganda (UFSM) e Licenciada em Letras, Língua Portuguesa (UFSM); Especialista em TIC Aplicadas à Educação (UFSM).

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Published

2018-12-30

Issue

Vol. 20 No. 3 (2018): September/December

Section

Articles

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