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.

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)

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08.02.2024

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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

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Special Issue: Applications of neurosciences to the marketing field