Eye-Tracking como correlato fisiológico do comportamento do consumidor:

uma revisão sistemática da literatura

Autores

DOI:

https://doi.org/10.5585/remark.v23i1.23271

Palavras-chave:

Comportamento do Consumidor, Marketing, Neuromarketing, Eye-Tracking

Resumo

Objetivo: Este estudo analisa, por meio de uma revisão sistemática da literatura, quais as principais abordagens utilizadas em pesquisas sobre comportamento do consumidor que usaram o método eye-tracking como identificador de reações fisiológicas.

Método: O protocolo Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) foi utilizado para identificar e selecionar estudos empíricos publicados nos últimos cinco anos, entre 2019 e 2023, em nove bases de pesquisa (Web of Science, Science Direct, Scopus, Springer, Emerald, Wiley Online, Sage, Taylor & Francis e Google Acadêmico). Assim, 243 estudos foram incluídos na revisão.

Resultados: Os estudos analisados se enquadram, sobretudo, em quatro diferentes temas de aplicação de neuromarketing: decisão de compra, previsão comportamental, efeitos da publicidade e retenção de consumidores. Os principais segmentos analisados foram o comércio eletrônico e o varejo. Destaca-se a predominância de estudos quantitativos e a necessidade de controlar variáveis sociodemográficas nos modelos. Em síntese, sugere-se uma maior aplicação da abordagem multimétodo, que combine o rastreamento ocular com métodos quantitativos e qualitativos (entrevistas retrospectivas), bem como o integre com outras técnicas como Eletroencefalografia (EEG), imagem de ressonância magnética (MRI), resposta galvânica (GSR), biometria facial, entre outras.

Contribuições Teóricas/Metodológicas: Esta pesquisa avança na compreensão do estado da arte sobre rastreamento ocular e sua aplicação no neuromarketing, apresentando insights sobre caminhos metodológicos.

Originalidade/Relevância: Por conseguinte, são discutidas as principais aplicações e temas emergentes que podem ser explorados em estudos futuros. A proposta foi previamente cadastrada no PROSPERO (CRD42022315763) e, até o momento do registro, não havia outro protocolo semelhante.

Downloads

Não há dados estatísticos.

Biografia do Autor

Marcelo Henrique Neves Pereira, Universidade Federal do Rio Grande do Norte (UFRN-CERES)

Doutor em Ciências Sociais na área de Política, Desenvolvimento e Sociedade

Felipe Luiz Neves Bezerra de Melo, Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte (IFRN)

Doutor em Administração

Ana Maria Jerônimo Soares, Universidade Federal do Rio Grande do Norte (UFRN)

Doutoranda em Administraçã

Pabllo Barcellos Soares Ferreira, Universidade Federal do Rio Grande do Norte (UFRN)

Graduando em administração

Marcos Paulo da Silva, Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte (UFRN).

Doutor em Administração

Edgard Morya, Instituto Santos Dumont, Instituto Internacional de Neurociências Edmond e Lily Safra.Alberto Santos Dumont

Pós-Doutorado em Ciências (Fisiologia Humana)

Referências

Abell, A., & Biswas, D. (2023). Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes. Journal of Interactive Marketing, 58(1), 1-15. https://doi.org/10.1177/10949968221128556.

Aguero, F. H., Perez, M. I., Martins, A. P., Toledo, L. A., & Villegas, R. (2019). Mercado de orgânicos: um experimento de neuromarketing e EyeTracking. Estudos do CEPE, (50), 96-107. https://doi.org/10.17058/cepe.v0i50.14490.

Aguiló-Lemoine, À. E., Rejón-Guardia, F., & García-Sastre, M. A. (2020). Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach. Sustainability, 12(19), 8173. https://doi.org/10.3390/su12198173.

Aslan, R., & Özbeyaz, A. (2022). Analysis of brand visibility on smartphone images with three-stage model using eye-tracking and EEG: a decision-making study in neuromarketing. Middle East Journal of Management, 9(4), 417-434. https://doi.org/10.1504/MEJM.2022.123727.

Ausin-Azofra, J. M., Bigne, E., Ruiz, C., Marín-Morales, J., Guixeres, J., & Alcañiz, M. (2021). Do you see what I see? Effectiveness of 360-degree vs. 2D video ads using a neuroscience approach. Frontiers in Psychology, 12, 612717. https://doi.org/10.3389/fpsyg.2021.612717.

Babaç, E., & Yüncü, H. R. (2022). Determination of user experience on food business websites by using Neuromarketing techniques. Tourism & Management Studies, 18(3), 49-64. https://doi.org/10.18089/tms.2022.1803.

Badenes‐Rocha, A., Bigne, E., & Ruiz, C. (2022a). Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures. Psychology & Marketing, 39(1), 214-226. https://doi.org/10.1002/mar.21590.

Badenes-Rocha, A., Bigne, E., & Ruiz-Mafé, C. (2022b). Visual attention paid to negative comments in cause-related posts: visual style and emotionality matter. International Journal of Advertising, 41(8), 1454-1476. https://doi.org/10.1080/02650487.2022.2071394

Ballco, P., de-Magistris, T., & Caputo, V. (2019). Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment. Food Research International, 116, 37-48. https://doi.org/10.1016/j.foodres.2018.12.031

Barbierato, E., Berti, D., Ranfagni, S., Hernández-Álvarez, L., & Bernetti, I. (2023). Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences. International Journal of Wine Business Research. https://doi.org/10.1108/IJWBR-06-2022-0021.

Behe, B. K., Knuth, M. J., Huddleston, P. T., & Hall, C. R. (2020). Seeing red? The role of font color, size, and sale sign location in retail garden center displays. Journal of Environmental Horticulture, 38(4), 120-127. https://doi.org/10.24266/0738-2898-38.4.120.

Behe, B. K., Staples, A., Huddleston, P., & Malone, T. (2022). Display Complexity Affects Visual Processing of Horticultural Plant Retail Displays. Journal of Environmental Horticulture, 40(1), 1-9. https://doi.org/10.24266/0738-2898-40.1.1.

Berčík, J., Paluchová, J., & Neomániová, K. (2021). Neurogastronomy as a tool for evaluating emotions and visual preferences of selected food served in different ways. Foods, 10(2), 354. https://doi.org/10.3390/foods10020354.

Bhardwaj, S., Rana, G. A., Behl, A., & de Caceres, S. J. G. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154, 113371. https://doi.org/10.1016/j.jbusres.2022.113371.

Bialkova, S., Grunert, K. G., & van Trijp, H. (2020). From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice. Food Quality and Preference, 81, 103839. https://doi.org/10.1016/j.foodqual.2019.103839.

Bigne, E., Simonetti, A., Ruiz, C., & Kakaria, S. (2021). How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach. Journal of Business Research, 123, 279-288. https://doi.org/10.1016/j.jbusres.2020.10.010.

Boardman, R., & Mccormick, H. (2019). The impact of product presentation on decision-making and purchasing. Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-09-2017-0124

Boardman, R., & Mccormick, H. (2022). Attention and behaviour on fashion retail websites: an eye-tracking study. Information Technology & People, 35(7), 2219-2240. https://doi.org/10.1108/ITP-08-2020-0580.

Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment. International Journal of Advertising, 41(1), 6-29. https://doi.org/10.1080/02650487.2021.1986256

Bogomolova, S., Oppewal, H., Cohen, J., & Yao, J. (2020). How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation. Journal of Business Research, 111, 102-116. https://doi.org/10.1016/j.jbusres.2018.10.049.

Boronczyk, F., Rumpf, C., & Breuer, C. (2022). Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts. International Journal of Sports Marketing and Sponsorship, 23(5), 950-965. https://doi.org/10.1108/IJSMS-03-2021-0063

Bossuyt, S., Custers, K., Tummers, J., Verbeyst, L., & Oben, B. (2021). Nutri-Score and Nutrition Facts Panel through the eyes of the consumer: correct healthfulness estimations depend on transparent labels, fixation duration, and product equivocality. Nutrients, 13(9), 2915. https://doi.org/10.3390/nu13092915.

Castro, I. A., Miles, M. P., Gonzalez, G. R., & Ayala, G. X. (2021). Children's perceptions of their parent's parenting strategies and child influence on purchases in a supermarket. Appetite, 162, 105149. https://doi.org/10.1016/j.appet.2021.105149.

Ceravolo, M.G., Farina, V., Fattobene, L., Leonelli, L. & Raggetti, G. (2019), Presentational format and financial consumers’ behaviour: an eye-tracking study, International Journal of Bank Marketing, 37(3), 821-837. https://doi.org/10.1108/IJBM-02-2018-0041.

Chen, H. C., Wang, C. C., Hung, J. C., & Hsueh, C. Y. (2022a). Employing Eye Tracking to Study Visual Attention to Live Streaming: A Case Study of Facebook Live. Sustainability, 14(12), 7494. https://doi.org/10.3390/su14127494.

Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022b). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 2723. https://doi.org/10.3389/fpsyg.2022.865702.

Chiang, M. C., Yen, C., & Chen, H. L. (2022). Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online. Sustainability, 14(18), 11352. https://doi.org/10.3390/su141811352.

Cuesta, F., Paida, G., & Buele, I. (2020). Influence of olfactory and visual sensory stimuli in the perfume-purchase decision. International Review of Management and Marketing, 10(1), 63. https://doi.org/10.32479/irmm.8963

Cuesta-Cambra, U., Mañas-Viniegra, L., Niño-González, J. I., & Martínez-Martínez, L. (2019). El procesamiento cognitivo de la autorregulación publicitaria de los juegos de azar online en estudiantes universitarios. Revista Mediterránea de Comunicación, 10(2): 147-162. doi:10.14198/MEDCOM2019.10.2.4.

D'Ambrogio, S., Werksman, N., Platt, M. L., & Johnson, E. N. (2023). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing, 40(4), 723-734. https://doi.org/10.1002/mar.21772.

Damião de Paula, A. L., Lourenção, M., de Moura Engracia Giraldi, J., & Caldeira de Oliveira, J. H. (2023). Effect of emotion induction on potential consumers’ visual attention in beer advertisements: a neuroscience study. European Journal of Marketing, 57(1), 202-225. https://doi.org/10.1108/EJM-06-2021-0448.

David, J. V., Ana, M. R., Santiago, F. B., & Faustino, A. V. (2021). Aspects of industrial design and their implications for society. Case studies on the influence of packaging design and placement at the point of sale. Applied Sciences, 11(2), 517. https://doi.org/10.3390/app11020517.

De Keyzer, F., Dens, N., & De Pelsmacker, P. (2021). The processing of native advertising compared to banner advertising: an eye-tracking experiment. Electronic Commerce Research, 1-20. https://doi.org/10.1007/s10660-021-09523-7.

Deng, M., & Gu, X. (2021). Information acquisition, emotion experience and behaviour intention during online shopping: an eye-tracking study. Behaviour & Information Technology, 40(7), 635-645. https://doi.org/10.1080/0144929X.2020.1713890.

Diouf, J. F., Lacoste-Badie, S., Droulers, O., & Gallopel-Morvan, K. (2023). Effect of alcohol ad content regulations on young people: a multi-method study. Journal of social marketing, 13(2), 323-339. https://doi.org/10.1108/JSOCM-01-2022-0014

Dos Santos, M. A., Moreno, F. C., & Crespo-Hervás, J. (2019a). Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising: An eye-tracking application. International Journal of Sports Marketing and Sponsorship. 20(4), 617-633. https://doi.org/10.1108/IJSMS-10-2018-0099.

Santos, M. A., Moreno, F. C., & Franco, M. S. (2019b). Congruence and placement in sponsorship: An eye-tracking application. Physiology & behavior, 200, 159-165. https://doi.org/10.1016/j.physbeh.2018.05.032

Escandon-Barbosa, D., & Rialp-Criado, J. (2019). The impact of the content of the label on the buying intention of a wine consumer. Frontiers in psychology, 9, 2761. https://doi.org/10.3389/fpsyg.2018.02761.

Espigares-Jurado, F., Munoz-Leiva, F., Correia, M. B., Sousa, C. M., Ramos, C. M., & Faísca, L. (2020). Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study. Journal of Retailing and Consumer Services, 52, 101906. https://doi.org/10.1016/j.jretconser.2019.101906.

Flores, C. O. G., Nina, D. A., Ulcuanjo, O. M. R., & Vinueza, D. F. F. (2022). Psychosensometric study (eye tracker) on the levels of persuasion in the women's perfumery industry. Journal of Pharmaceutical Negative Results, 13(4), 562-572. https://doi.org/10.47750/pnr.2022.13.04.074.

Frierson, A., Hurley, R. A., Kimmel, R. M., Griffin, S., Bridges, W., Roth, G., & Kessler, S. J. (2022). The role of package design typicality on a hand sanitizer purchase. Packaging Technology and Science, 35(10), 737-751. https://doi.org/10.1002/pts.2676.

García-Madariaga, J., López, M. F. B., Burgos, I. M., & Virto, N. R. (2019). Do isolated packaging variables influence consumers' attention and preferences?. Physiology & behavior, 200, 96-103. https://doi.org/10.1016/j.physbeh.2018.04.030.

Garczarek-Bąk, U., Szymkowiak, A., Gaczek, P., & Disterheft, A. (2021). A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults. Journal of Brand Management, 28(2), 171-185. https://doi.org/10.1057/s41262-020-00221-7.

Giakoni, F., López, M., Segado, F., Manzanares, A., & Mínguez, J. (2022). An implicit research methodology to evaluate advertising effectiveness in Esports streaming based on viewers’ gaze, cognitive and emotional responses. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 11, 21-21. https://doi.org/10.6018/sportk.485921.

Gidlöf, K., Lahm, E. S., Wallin, A., & Otterbring, T. (2021). Eco depletion: The impact of hunger on prosociality by means of environmentally friendly attitudes and behavior. Journal of Retailing and Consumer Services, 62, 102654. https://doi.org/10.1016/j.jretconser.2021.102654.

Giray, C., Yon, B., Alniacik, U., & Girisken, Y. (2022). How does mothers’ mood matter on their choice of organic food? Controlled eye-tracking study. Journal of Business Research, 144, 1175-1185. https://doi.org/10.1016/j.jbusres.2022.02.059.

Gómez-Carmona, D., Muñoz-Leiva, F., Liébana-Cabanillas, F., Nieto-Ruiz, A., Martínez-Fiestas, M., & Campoy, C. (2021). The effect of consumer concern for the environment, self-regulatory focus and message framing on green advertising effectiveness: An eye tracking study. Environmental Communication, 15(6), 813-841. https://doi.org/10.1080/17524032.2021.1914701.

Gómez-Carmona, D., Cruces-Montes, S., Marín-Dueñas, P. P., Serrano-Domínguez, C., Paramio, A., & García, A. Z. (2021). Do you see it clearly? The effect of packaging and label format on Google Ads. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1648-1666. https://doi.org/10.3390/jtaer16050093.

González-Mena, G., Del-Valle-Soto, C., Corona, V., & Rodríguez, J. (2022). Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design. Applied Sciences, 12(16), 8186. https://doi.org/10.3390/app12168186.

Guan, C., & Lam, S. Y. (2019). Product rating statistics as consumer search aids. Journal of Interactive Marketing, 48(1), 51-70. https://doi.org/10.1016/j.intmar.2019.02.003.

Hamelin, N., Agrawal, S., Patwa, N., Casper Ferm, L. E., & Thaichon, P. (2021). Package appearance matter: Facial expression and Galvanic Skin Response analysis approach. Journal of Global Scholars of Marketing Science, 31(4), 624-644. https://doi.org/10.1080/21639159.2021.1939094.

Hamelin, N., Al-Shihabi, S., Quach, S., & Thaichon, P. (2022). Forecasting advertisement effectiveness: Neuroscience and data envelopment analysis. Australasian Marketing Journal, 30(4), 313-330. https://doi.org/10.1177/18393349211005061.

Henderson, C. M., Mazodier, M., & Sundar, A. (2019). The color of support: The effect of sponsor–team visual congruence on sponsorship performance. Journal of Marketing, 83(3), 50-71. https://doi.org/10.1177/0022242919831672.

Herrera, P., Segado, F., & Manzanares, A. (2021). Description of the visual behavior of the spectators in sports press conferences. Cultura_Ciencia_Deporte [CCD], 48(16). http://hdl.handle.net/10952/5715.

Hsieh, A. Y., Lo, S. K., Chiu, Y. P., & Lie, T. (2021). Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads. Behaviour & Information Technology, 40(16), 1796-1805. https://doi.org/10.1080/0144929X.2020.1784282.

Huddleston, P., Coveyou, M. T., & Behe, B. K. (2023). Visual cues during shoppers’ journeys: An exploratory paper. Journal of Retailing and Consumer Services, 73, 103330. https://doi.org/10.1016/j.jretconser.2023.103330

Hwang, Y. M., & Lee, K. C. (2022). An eye-tracking paradigm to explore the effect of online consumers’ emotion on their visual behaviour between desktop screen and mobile screen. Behaviour & Information Technology, 41(3), 535-546. https://doi.org/10.1080/0144929X.2020.1813330.

Ibáñez, M. J., Dos Santos, M. A., & Llanos-Contreras, O. (2021). Transmission of family identity and consumer response: do consumers recognize family firms?. International Journal of Entrepreneurial Behavior & Research, 28(1), 6-25. https://doi.org/10.1108/IJEBR-05-2021-0401.

Isa, S. M., & Mansor, A. A. (2020). Rejuvenating the marketing mix through neuromarketing to cultivate the green consumer. International Journal of Industrial Management, 5, 66-75. https://doi.org/10.15282/ijim.5.0.2020.5623.

Jiang, Y. (2019), Research on the best visual search effect of logo elements in internet advertising layout, Journal of Contemporary Marketing Science, Vol. 2 No. 1, pp. 23-33. https://doi.org/10.1108/JCMARS-01-2019-0009.

Jin, J., Lin, C., Wang, F., Xu, T., & Zhang, W. (2021). A study of cognitive effort involved in the framing effect of summary descriptions of online product reviews for search vs. experience products. Electronic Commerce Research, 1-22. https://doi.org/10.1007/s10660-021-09491-y.

Juarez, D., Tur-Viñes, V., & Mengual, A. (2020). Neuromarketing applied to educational toy packaging. Frontiers in psychology, 2077. https://doi.org/10.3389/fpsyg.2020.02077.

Kidanu, A. W., Shi, R., Cruz-Cano, R., Feldman, R. H., Butler III, J., Dyer, T. V., ... & Clark, P. I. (2022). Visual Attention to Health Warning Labels on Waterpipe Venue Menus in Immersive Virtual Reality. Nicotine and Tobacco Research, 24(9), 1469-1477. https://doi.org/10.1093/ntr/ntac030.

Kim, J., & Kim, J. Y. (2020). Fixation differences in spatial visual perception during multi-sensory stimulation. Frontiers in Psychology, 11, 132. https://doi.org/10.3389/fpsyg.2020.00132.

Kim, D., & Lee, S. (2020). A Study on Visual Behavior for Presenting Consumer-Oriented Information on an Online Fashion Store. Journal of the Korean Society of Clothing and Textiles, 44(5), 789-809. https://doi.org/10.5850/JKSCT.2020.44.5.789.

Kim, N., & Lee, H. (2021). Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment. Frontiers in Psychology, 2861. https://doi.org/10.3389/fpsyg.2021.665658.

Kislov, A., Gorin, A., Konstantinovsky, N., Klyuchnikov, V., Bazanov, B., & Klucharev, V. (2022). Central EEG Beta/Alpha Ratio Predicts the Population-Wide Efficiency of Advertisements. Brain Sciences, 13(1), 57. https://doi.org/10.3390/brainsci13010057.

Kleih, A. K., & Sparke, K. (2021). Visual marketing: The importance and consumer recognition of fruit brands in supermarket fruit displays. Food Quality and Preference, 93, 104263. https://doi.org/10.1016/j.foodqual.2021.104263.

Kleih, A. K., Lehberger, M., & Sparke, K. (2022). The potential of salient branding of fresh fruit on the supermarket shelf for consumer brand recall. Food Quality and Preference, 96, 104415. https://doi.org/10.1016/j.foodqual.2021.104415.

Krajina, A. (2022). From the attention to the recall: looking behind online consumer response. Behaviour & Information Technology, 41(16), 3399-3414. https://doi.org/10.1080/0144929X.2021.1988146

Krefeld-Schwalb, A., & Rosner, A. (2020). A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memory. Journal of Business Research, 111, 135-147. https://doi.org/10.1016/j.jbusres.2019.08.012.

Küçün, N. T., & Güler, E. G. (2021). Examination of Consumer Purchase Decisions via Neuromarketing Methods: A Social Psychology Approach. Prizren Social Science Journal, 5(2), 14-29. https://doi.org/10.32936/pssj.v5i2.245.

Ladeira, W. J., Dalmoro, M., de Oliveira Santini, F., Ruffatto, J., & Zanoni, R. (2021). More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior. Journal of Retailing and Consumer Services, 59, 102403. https://doi.org/10.1016/j.jretconser.2020.102403.

Ladeira, W. J., de Oliveira Santini, F., & Pinto, D. C. (2022). Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention. Journal of Retailing and Consumer Services, 67, 102965. https://doi.org/10.1016/j.jretconser.2022.102965.

Ladeira, W., Rasul, T., Perin, M. G., & Santini, F. (2023). The bright side of disorganization: When surprise generates low-price signals. Journal of Retailing and Consumer Services, 73, 103340. https://doi.org/10.1016/j.jretconser.2023.103340

Lamberz, J., Litfin, T., Teckert, Ö., & Meeh-Bunse, G. (2020). Is there a link between sustainability, perception and buying decision at the point of sale?. Business Systems Research: International Journal of the Society for Advancing Innovation and Research in Economy, 11(3), 1-13. https://doi.org/10.2478/bsrj-2020-0023.

Laski, J., Brunault, C. A., Schmidt, R., & Ryu, S. C. (2020). An exploratory study of retail lighting with continuous modulation of color rendering properties to influence shoppers' spatial range of browsing. Journal of Business Research, 111, 148-162. https://doi.org/10.1016/j.jbusres.2018.10.032.

Leon, F. A. D., Spers, E. E., & de Lima, L. M. (2020). Self-esteem and visual attention in relation to congruent and non-congruent images: A study of the choice of organic and transgenic products using eye tracking. Food Quality and Preference, 84, 103938. https://doi.org/10.1016/j.foodqual.2020.103938.

Levrini, G. R., & Jeffman dos Santos, M. (2021). The influence of Price on purchase intentions: Comparative study between cognitive, sensory, and neurophysiological experiments. Behavioral Sciences, 11(2), 16. https://doi.org/10.3390/bs11020016.

Li, W., Jiang, Y., Miao, M., Yan, Q., & He, F. (2021). Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct. Journal of Contemporary Marketing Science, 4(2), 260-279. https://doi.org/10.1108/JCMARS-07-2021-0027

Liu, J., Phua, J., Krugman, D., Xu, L., Nowak, G., & Popova, L. (2021). Do young adults attend to health warnings in the first IQOS advertisement in the US? An eye-tracking approach. Nicotine and Tobacco Research, 23(5), 815-822. https://doi.org/10.1093/ntr/ntaa243

Liu, C., Sharma, C., Xu, Q., Gonzalez Viejo, C., Fuentes, S., & Torrico, D. D. (2022). Influence of label design and country of origin information in wines on consumers’ visual, sensory, and emotional responses. Sensors, 22(6), 2158. https://doi.org/10.3390/s22062158.

Liu, B., Moyle, B., Kralj, A., & Li, Y. (2023). Celebrity endorsement in tourism: Attention, emotional arousal and familiarity. Tourism Management, 98, 104750. https://doi.org/10.1016/j.tourman.2023.104750.

Londoño, J. C., & Ruiz de Maya, S. (2022). The influence of anthropomorphic cues in retailing: The moderating effect of the vice versus virtue products. Psychology & Marketing, 39(7), 1322-1335. https://doi.org/10.1002/mar.21655.

Lourenção, M., Giraldi, J. D. M. E., & de Oliveira, J. H. C. (2020). Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness. Annals of tourism research, 84, 103001. https://doi.org/10.1016/j.annals.2020.103001.

Luan, J., Filieri, R., Xiao, J., Han, Q., Zhu, B., & Wang, T. (2023). Product information and green consumption: An integrated perspective of regulatory focus, self-construal, and temporal distance. Information & Management, 60(2), 103746. https://doi.org/10.1016/j.im.2022.103746.

Luo, S., Lin, H., Hu, Y., & Fang, C. (2022). Preliminary study on the aesthetic preference for taillight shape design. International Journal of Industrial Ergonomics, 87, 103240. https://doi.org/10.1016/j.ergon.2021.103240.

Maccioni, L., Borgianni, Y., & Basso, D. (2019). Value perception of green products: an exploratory study combining conscious answers and unconscious behavioral aspects. Sustainability, 11(5), 1226. https://doi.org/10.3390/su11051226.

Machín, L., Curutchet, M. R., Giménez, A., Aschemann-Witzel, J., & Ares, G. (2019). Do nutritional warnings do their work? Results from a choice experiment involving snack products. Food Quality and Preference, 77, 159-165. https://doi.org/10.1016/j.foodqual.2019.05.012.

Machín, L., Curutchet, M. R., Gugliucci, V., Vitola, A., Otterbring, T., de Alcantara, M., & Ares, G. (2020). The habitual nature of food purchases at the supermarket: Implications for policy making. Appetite, 155, 104844. https://doi.org/10.1016/j.appet.2020.104844

Mañas-Viniegra, L., Veloso, A. I., & Cuesta, U. (2019). Fashion promotion on Instagram with eye tracking: curvy girl influencers versus fashion brands in Spain and Portugal. Sustainability, 11(14), 3977. https://doi.org/10.3390/su11143977.

Mañas-Viniegra, L., Santos-Silva, D., & Ormaechea, S. L. (2020a). The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal. Tripodos, (48), 135-151. https://doi.org/10.51698/tripodos.2020.48p135-15.

Mañas-Viniegra, L., González-Villa, I. A., & Llorente-Barroso, C. (2020b). The corporate purpose of Spanish listed companies: Neurocommunication research applied to organizational intangibles. Frontiers in Psychology, 11, 2108. https://doi.org/10.3389/fpsyg.2020.02108.

Mandolfo, M., Di Dalmazi, M., & Lamberti, L. (2022). Now you see me. Evaluating visual and auditory brand placement disclosures in music videos. Journal of Marketing Communications, 1-23. https://doi.org/10.1080/13527266.2022.2152475

Mansor, A. A., & Isa, S. M. (2022). Areas of Interest (AOI) on marketing mix elements of green and non-green products in customer decision making. Neuroscience Research Notes, 5(3), 174-174. https://doi.org/10.31117/neuroscirn.v5i3.174.

Mehlhose, C., Schmitt, D., & Risius, A. (2021). PACE labels on healthy and unhealthy snack products in a laboratory shopping setting: perception, visual attention, and product choice. Foods, 10(4), 904. https://doi.org/10.3390/foods10040904.

Melendrez-Ruiz, J., Dujourdy, L., Goisbault, I., Charrier, J. C., Pagnat, K., Nicklaus, S., ... & Chambaron, S. (2022). “You look at it, but will you choose it”: Is there a link between the foods consumers look at and what they ultimately choose in a virtual supermarket?. Food Quality and Preference, 98, 104510. https://doi.org/10.1016/j.foodqual.2021.104510.

Meng, L., Kou, S., Duan, S., Jiang, Y., & Lü, K. (2022). How a blurry background in product presentation influences product size perception. Psychology & Marketing, 39(8), 1633-1645. https://doi.org/10.1002/mar.21676.

Mengual-Recuerda, A., Tur-Viñes, V., & Juárez-Varón, D. (2020). Neuromarketing in haute cuisine gastronomic experiences. Frontiers in Psychology, 1772. https://doi.org/10.3389/fpsyg.2020.01772

Merdian, P., Piroth, P., Rueger-Muck, E., & Raab, G. (2021). Looking behind eye-catching design: An eye-tracking study on wine bottle design preference. International Journal of Wine Business Research, 33(1), 134-151. https://doi.org/10.1108/IJWBR-07-2019-0044.

Michael, I., Ramsoy, T., Stephens, M., & Kotsi, F. (2019). A study of unconscious emotional and cognitive responses to tourism images using a neuroscience method. Journal of Islamic Marketing, 10(2), 543-564. https://doi.org/10.1108/JIMA-09-2017-0098.

Mičík, M., & Kunešová, H. (2021). Using an eye tracker to optimise career websites as a communication channel with Generation Y. Economic Research-Ekonomska Istraživanja, 34(1), 66-89. https://doi.org/10.1080/1331677X.2020.1798264.

Mo, X., Sun, E., & Yang, X. (2021). Consumer visual attention and behaviour of online clothing. International Journal of Clothing Science and Technology, 33(3), 305-320. https://doi.org/10.1108/IJCST-02-2020-0029.

Mo, X., Yang, X., & Hu, B. (2023). The interaction of clothing design factors: how to attract consumers' visual attention and enhance emotional experience. Journal of Fashion Marketing and Management: An International Journal, 27(2), 220-240. https://doi.org/10.1108/JFMM-10-2021-0269.

Modi, N., & Singh, J. (2023). Understanding online consumer behavior at e-commerce portals using eye-gaze tracking. International Journal of Human–Computer Interaction, 39(4), 721-742. https://doi.org/10.1080/10447318.2022.2047318

Monica, Ț. B., Iuliana, C., & Mihai, Ț. (2019). Studying the user experience in online banking services: an eye-tracking application. Studies in Business & Economics, 14(2). https://doi.org/10.2478/sbe-2019-0034.

Muñoz-Leiva, F., Hernández-Méndez, J., & Gómez-Carmona, D. (2019). Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology. Physiology & behavior, 200, 83-95. https://doi.org/10.1016/j.physbeh.2018.03.002.

Muñoz-Leiva, F., Faísca, L. M., Ramos, C. M., Correia, M. B., Sousa, C. M., & Bouhachi, M. (2021). The influence of banner position and user experience on recall. The mediating role of visual attention. Spanish Journal of Marketing-ESIC, 25(1), 85-114. https://doi.org/10.1108/SJME-04-2020-0050

Němcová, J., & Berčík, J. (2019). Neuromarketing and the decision-making process of the generation Y wine consumers in the Slovak Republic. Potravinarstvo Slovak Journal of Food Sciences. 13(1), 38-45. https://doi.org/10.5219/1018.

Neuhofer, Z., McFadden, B. R., Rihn, A., Wei, X., Khachatryan, H., & House, L. (2020). Can the updated nutrition facts label decrease sugar-sweetened beverage consumption?. Economics & Human Biology, 37, 100867. https://doi.org/10.1016/j.ehb.2020.100867

Oboudi, B., Elahi, A., Akbari Yazdi, H., & Pyun, D. Y. (2023). Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study. Sport, Business and Management: An International Journal, 13(2), 213-227. https://doi.org/10.1108/SBM-11-2021-0143.

Olarte, C. A. S. (2021). La pupilometría y el eye tracking como herramientas del neuromarketing. Vivat Academia. Revista de Comunicación, 227-243. https://doi.org/10.15178/va.2021.154.e1345.

Oliveira, J. H. C. D., & Giraldi, J. D. M. E. (2019). Neuromarketing and its implications for operations management: an experiment with two brands of beer. Gestão & Produção, 26. https://doi.org/10.1590/0104-530X3512-19.

Ouyang, J., & Jia, Y. (2022). The presence of a visual dividing line increases consumer memory through attention grabbing. Frontiers in Psychology, 1611. doi: 10.3389/fpsyg.2022.848471.

Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Alonso-Fernández, S. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista Española de Cardiología, 74(9), 790-799. https://doi.org/10.1016/j.recesp.2021.06.016.

Pawar, S., Fagerstrøm, A., Sigurdsson, V., & Arntzen, E. (2023). Analyzing motivating functions of consumer behavior: Evidence from attention and neural responses to choices and consumption. Frontiers in Psychology, 14. https://doi.org/10.3389%2Ffpsyg.2023.1053528

Peker, S., Menekse Dalveren, G. G., & İnal, Y. (2021). The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study. Future Internet, 13(1), 18. https://doi.org/10.3390/fi13010018.

Pelau, C., Nistoreanu, P., Lazar, L., & Badescu, R. (2022). Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing. Sustainability, 14(19), 12768. https://doi.org/10.3390/su141912768.

Peng, M., Browne, H., Cahayadi, J., & Cakmak, Y. (2021). Predicting food choices based on eye-tracking data: Comparisons between real-life and virtual tasks. Appetite, 166, 105477. https://doi.org/10.1016/j.appet.2021.105477.

Peng-Li, D., Byrne, D. V., Chan, R. C., & Wang, Q. J. (2020a). The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers. Food Quality and Preference, 85, 103962. https://doi.org/10.1016/j.foodqual.2020.103962.

Peng-Li, D., Chan, R. C., Byrne, D. V., & Wang, Q. J. (2020b). The effects of ethnically congruent music on eye movements and food choice—a cross-cultural comparison between Danish and Chinese consumers. Foods, 9(8), 1109. https://doi.org/10.3390/foods9081109.

Peng-Li, D., Mathiesen, S. L., Chan, R. C., Byrne, D. V., & Wang, Q. J. (2021). Sounds Healthy: Modelling sound-evoked consumer food choice through visual attention. Appetite, 164, 105264. https://doi.org/10.1016/j.appet.2021.105264.

Pentus, K., Ploom, K., Mehine, T., Koiv, M., Tempel, A., & Kuusik, A. (2020). Mobile and stationary eye tracking comparison–package design and in-store results. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-04-2019-3190

Peschel, A. O., Orquin, J. L., & Loose, S. M. (2019). Increasing consumers' attention capture and food choice through bottom-up effects. Appetite, 132, 1-7. https://doi.org/10.1016/j.appet.2018.09.015

Pfeiffer, J., Pfeiffer, T., Meißner, M., & Weiß, E. (2020). Eye-tracking-based classification of information search behavior using machine learning: evidence from experiments in physical shops and virtual reality shopping environments. Information Systems Research, 31(3), 675-691. https://doi.org/10.1287/isre.2019.0907.

Pham, C., Pang, B., Knox, K., & Rundle-Thiele, S. (2022). Are graphic health warnings impacting on message processing and quitting intentions?. Journal of Consumer Marketing, (ahead-of-print). https://doi.org/10.1108/JCM-12-2020-4297. https://doi.org/10.1108/JCM-12-2020-4297.

Ploom, K., Pentus, K., Kuusik, A., & Varblane, U. (2020). The effect of culture on the perception of product packaging: a multimethod cross-cultural study. Journal of International Consumer Marketing, 32(3), 163-177.

Pozharliev, R., Rossi, D., & De Angelis, M. (2022). A picture says more than a thousand words: Using consumer neuroscience to study instagram users' responses to influencer advertising. Psychology & Marketing, 39(7), 1336-1349. https://doi.org/10.1002/mar.21659.

Proi, M., Dudinskaya, E. C., Naspetti, S., Ozturk, E., & Zanoli, R. (2023). The Role of Eco-Labels in Making Environmentally Friendly Choices: An Eye-Tracking Study on Aquaculture Products with Italian Consumers. Sustainability, 15(5), 4659. https://doi.org/10.3390/su15054659.

Puerta, P., Laguna, L., Tárrega, A., & Carrillo, E. (2022). Relevant elements on biscuits purchasing decision for coeliac children and their parents in a supermarket context. Food Quality and Preference, 98, 104496. https://doi.org/10.1016/j.foodqual.2021.104496.

Rantala, E., Järvelä-Reijonen, E., Pettersson, K., Laine, J., Vartiainen, P., Närväinen, J., ... & Karhunen, L. (2022). Sensory Appeal and Routines Beat Health Messages and Visibility Enhancements: Mixed-Methods Analysis of a Choice-Architecture Intervention in a Workplace Cafeteria. Nutrients, 14(18), 3731. https://doi.org/10.3390/nu14183731.

Robertson, D. A., & Lunn, P. D. (2020). The effect of spatial location of calorie information on choice, consumption and eye movements. Appetite, 144, 104446. https://doi.org/10.1016/j.appet.2019.104446

Rúa-Hidalgo, I., Galmes-Cerezo, M., Cristofol-Rodríguez, C., & Aliagas, I. (2021). Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience. Behavioral Sciences, 11(8), 108. https://doi.org/10.3390/bs11080108.

Russo, V., Milani Marin, L. E., Fici, A., Bilucaglia, M., Circi, R., Rivetti, F., ... & Zito, M. (2021). Strategic communication and neuromarketing in the fisheries sector: generating ideas from the territory. Frontiers in Communication, 6, 659484. https://doi.org/10.3389/fcomm.2021.659484.

Salarifar, M., Vakil Alroaia, Y., Danaei, A., Riazi, G. H., & De Moura Engracia Giraldi, J. (2020). Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making. Journal of Information Technology Management, 12(4), 200-214. https://dorl.net/dor/20.1001.1.20085893.2020.12.4.10.2

Sargezeh, B. A., Tavakoli, N., & Daliri, M. R. (2019). Gender-based eye movement differences in passive indoor picture viewing: An eye-tracking study. Physiology & behavior, 206, 43-50. https://doi.org/10.1016/j.physbeh.2019.03.023.

Savelli, E., Gregory‐Smith, D., Murmura, F., & Pencarelli, T. (2022). How to communicate typical–local foods to improve food tourism attractiveness. Psychology & Marketing, 39(7), 1350-1369. https://doi.org/10.1002/mar.21668

Schröter, I., Grillo, N. R., Limpak, M. K., Mestiri, B., Osthold, B., Sebti, F., & Mergenthaler, M. (2021). Webcam eye tracking for monitoring visual attention in hypothetical online shopping tasks. Applied Sciences, 11(19), 9281. https://doi.org/10.3390/app11199281.

Segijn, C. M., Voorveld, H. A., & Vakeel, K. A. (2021). The role of ad sequence and privacy concerns in personalized advertising: An eye-tracking study into synced advertising effects. Journal of Advertising, 50(3), 320-329. https://doi.org/10.1080/00913367.2020.1870586.

Serrano, D., Lomello, M., Mengual, A., y Juárez, D. (2022). Midiendo el impacto de los envases en el vino, un estudio de neuromarketing. 3C Empresa. Investigación y pensamiento crítico, 11(1), 17-43. https://doi.org/10.17993/3cemp.2022.110149.17-43"

Sheng, X., Felix, R., Saravade, S., Siguaw, J. A., Ketron, S. C., Krejtz, K., & Duchowski, A. T. (2020). Sight unseen: The role of online security indicators in visual attention to online privacy information. Journal of Business Research, 111, 218-240. https://doi.org/10.1016/j.jbusres.2019.11.084

Siegrist, M., Ung, C. Y., Zank, M., Marinello, M., Kunz, A., Hartmann, C., & Menozzi, M. (2019). Consumers' food selection behaviors in three-dimensional (3D) virtual reality. Food research international, 117, 50-59. https://doi.org/10.1016/j.foodres.2018.02.033

Sielicka‐Różyńska, M., Jerzyk, E., & Gluza, N. (2021). Consumer perception of packaging: An eye‐tracking study of gluten‐free cookies. International Journal of Consumer Studies, 45(1), 14-27. https://doi.org/10.1111/ijcs.12600

Şik, E., & Soba, M. (2021). Eyes do not lie. Investigation of the effectiveness of outdoor advertising instruments: an applied neuromarketing research with eye-tracking technique. Acta Bioethica, 27(2), 235-246. http://dx.doi.org/10.4067/S1726-569X2021000200235

Songa, G., Slabbinck, H., Vermeir, I., & Russo, V. (2019). How do implicit/explicit attitudes and emotional reactions to sustainable logo relate? A neurophysiological study. Food Quality and Preference, 71, 485-496. https://doi.org/10.1016/j.foodqual.2018.04.008

Steinhauser, J., Janssen, M., & Hamm, U. (2019a). Who buys products with nutrition and health claims? A purchase simulation with eye tracking on the influence of consumers’ nutrition knowledge and health motivation. Nutrients, 11(9), 2199. https://doi.org/10.3390/nu11092199

Steinhauser, J., Janssen, M., & Hamm, U. (2019b). Consumers’ purchase decisions for products with nutrition and health claims: What role do product category and gaze duration on claims play?. Appetite, 141, 104337. https://doi.org/10.1016/j.appet.2019.10433

Tanner, S. A., McCarthy, M. B., & O'Reilly, S. J. (2019). Exploring the roles of motivation and cognition in label-usage using a combined eye-tracking and retrospective think aloud approach. Appetite, 135, 146-158. https://doi.org/10.1016/j.appet.2018.11.015

Thomas, M. S., Berglund, Z. R., Low, M., Bryan, I. M., Soewardjono, R., & Feng, Y. (2022). Evaluation of Flour Safety Messages on Commercially Available Packages: An Eye-Tracking Study. Foods, 11(19), 2997. https://doi.org/10.3390/foods11192997

Toh, B., Leng, H. K., & Phua, Y. X. P. (2023). Effect of colours on sponsor recall. Asia Pacific Journal of Marketing and Logistics, 35(4), 797-808. https://doi.org/10.1108/APJML-12-2021-0905

Tórtora, G., Machín, L., & Ares, G. (2019). Influence of nutritional warnings and other label features on consumers' choice: Results from an eye-tracking study. Food research international, 119, 605-611. https://doi.org/10.1016/j.foodres.2018.10.038

Vriens, M., Vidden, C., & Schomaker, J. (2020). What I see is what I want: Top-down attention biasing choice behavior. Journal of Business Research, 111, 262-269. https://doi.org/10.1016/j.jbusres.2019.09.001

Wang, Q., Ma, L., Huang, L., & Wang, L. (2020). Effect of the model eye gaze direction on consumer information processing: a consideration of gender differences. Online Information Review, 44(7), 1403-1420. https://doi.org/10.1108/OIR-01-2020-0025

Wang, T. C., Tang, T. W., & Tsai, C. L. (2022a). Visual attention, behavioral intention, and choice behavior among older consumers toward sports marketing images: an eye-tracking study. Frontiers in Psychology, 13. https://doi.org/10.3389%2Ffpsyg.2022.855089

Wang, T. C., Tang, T. W., & Tsai, C. L. (2022b). The Visual Attention and Psychological Responses from Older Customers to Wellness Service Pictures of Hotels. International journal of environmental research and public health, 19(3), 1084. https://doi.org/10.3390/ijerph19031084

Wei, X., Khachatryan, H., & Rihn, A. L. (2019). Investigating consumer preferences for production process labeling using visual attention data. Behavioral Sciences, 9(7), 71. https://doi.org/10.3390/bs9070071

Wu, R., & Li, Y. (2021). The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer. Asia Pacific Journal of Marketing and Logistics, 33(8), 1844-1860. https://doi.org/10.1108/APJML-05-2020-0343

Yang, S., Wang, Y., Li, Z., Chen, C., & Yu, Z. (2022a). Time-of-day effects on (un) healthy product purchases: Insights from diverse consumer behavior data. Journal of Business Research, 152, 447-460. https://doi.org/10.1016/j.jbusres.2022.07.058

Yang, S., Chang, X., Chen, S., Lin, S., & Ross Jr, W. T. (2022b). Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior. Marketing Letters, 33(2), 251-276. https://doi.org/10.1007/s11002-021-09582-8.

Yarosh, O. B., Kalkova, N. N., & Reutov, V. E. (2021). Customer emotions when making an online purchase decision: Results of neuromarketing experiments. Upravlenets – The Manager, 12(4). DOI 10.29141/2218-5003-2021-12-4-4

Ye, H., Bhatt, S., Jeong, H., Zhang, J., & Suri, R. (2020). Red price? Red flag! Eye‐tracking reveals how one red price can hurt a retailer. Psychology & Marketing, 37(7), 928-941. https://doi.org/10.1002/mar.21331.

Yu, J., Droulers, O., & Lacoste-Badie, S. (2022). Why display motion on packaging? The effect of implied motion on consumer behavior. Journal of Retailing and Consumer Services, 64, 102840. https://doi.org/10.1016/j.jretconser.2021.102840.

Zahmati, M., Azimzadeh, S. M., Sotoodeh, M. S., & Asgari, O. (2023). An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement. Electronic Commerce Research, 1-12. https://doi.org/10.1007/s10660-023-09676-7.

Zhang, X., Li, Y., Dong, S., Di, C., & Ding, M. (2023). The influence of user cognition on consumption decision-making from the perspective of bounded rationality. Displays, 77, 102392. https://doi.org/10.1016/j.displa.2023.102392.

Zhu, Z., Zhang, X., Wang, J., & Chen, S. (2023). Research on the influence of online photograph reviews on tourists' travel intentions: rational and irrational perspectives. Asia Pacific Journal of Marketing and Logistics, 35(1), 17-34. https://doi.org/10.1108/APJML-08-2021-0547

Zito, M., Fici, A., Bilucaglia, M., Ambrogetti, F. S., & Russo, V. (2021). Assessing the emotional response in social communication: the role of neuromarketing. Frontiers in Psychology, 12, 625570. https://doi.org/10.3389/fpsyg.2021.625570.

Zuschke, N. (2020). The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis. Journal of Business Research, 116, 337-350. https://doi.org/10.1016/j.jbusres.2020.05.009.

Downloads

Publicado

08.02.2024

Como Citar

Pereira, M. H. N., Melo, F. L. N. B. de, Soares, A. M. J., Ferreira, P. B. S., Silva, M. P. da, & Morya, E. (2024). Eye-Tracking como correlato fisiológico do comportamento do consumidor:: uma revisão sistemática da literatura. ReMark - Revista Brasileira De Marketing, 23(1), 300–365. https://doi.org/10.5585/remark.v23i1.23271

Edição

Seção

Special Issue: Applications of neurosciences to the marketing field