Eureka! Institutional Repository

Following the latest technological developments, the marketing world has seen a huge introduction of technologies that help in the decision-making process. The adoption of such technologies pushes users to make more detailed decisions. Neuromarketing is an area of marketing that has seen increased penetration of such technologies. As a field, it focuses on understanding the functionality of the human brain when exposed to marketing activities. In this paper, eye monitoring is considered as a marketing tool. The findings show that eye tracking is one of the most commonly used tools in neuromarketing because it is easier to access and apply. In conclusion, we realized that the best results in what has to do with eye tracking are obtained when combined with other tools that allow overcoming some limitations and producing more up-to-date data to optimize decisions and customer service.