Eye-Tracking como correlato fisiológico do comportamento do consumidor:
uma revisão sistemática da literatura
DOI:
https://doi.org/10.5585/remark.v23i1.23271Palavras-chave:
Comportamento do Consumidor, Marketing, Neuromarketing, Eye-TrackingResumo
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.
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