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Can eye trackers and EEG be used by small-medium marketing and advertising agencies? A qualitative study.

Yfantidou, I, Riskos, K and Tsourvakas, G (2022) Can eye trackers and EEG be used by small-medium marketing and advertising agencies? A qualitative study. In: Advances in Digital Marketing and eCommerce Third International Conference, 2022 . pp. 164-170. (2022 Digital Marketing and eCommerce Conference, Barcelona, Spain).

Can eye trackers and EEG help marketers provide better services to their clients.pdf - Accepted Version

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The objective of this article is to evaluate whether neuromarketing tools, like eye track-ers and electroegephalography (EEG), in the form of an integrated software system (NeuroMkt) can be used by small-medium marketing agencies to evaluate their clients’ marketing material. Results that are based on physiological responses are more valid compared to results that are based on customers’ self-reported data. However, with the specialized knowledge that is required to use neuromarketing tools, it is uncertain whether marketers can embrace this change in the marketing field. The findings of this study provide evidence that small-medium marketing agencies are really interested in gaining information about eye trackers and EEG and if the cost is permittable they are willing to use them in the near future. However, a crucial factor for using such tools is whether their clients openness towards the use of such methods in their campaigns. Small-medium marketing admit that lack of appropriate knowledge to clearly understand results and outputs of eye tracking and EEG is a caveat for using such methods. There-fore, they require simple and easy to understand information from future neuromarket-ing software. This study is part of a research project around the evaluation of a neuro-marketing system to improve the promotion of groceries.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: neuromarketing; eye tracking; EEG; advertising
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (from Sep 19)
Publisher: Springer
SWORD Depositor: A Symplectic
Date Deposited: 29 Jun 2022 09:56
Last Modified: 11 Aug 2023 09:28
DOI or ID number: 10.1007/978-3-031-05728-1_19
URI: https://researchonline.ljmu.ac.uk/id/eprint/17158
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