Neuromarketing and eye tracking in women's fashion buying decision making

Authors

DOI:

https://doi.org/10.51359/2526-7884.2022.251844

Keywords:

neuromarketing, eye tracking, psychology of fashion.

Abstract

In recent years, the combination of research methods in neuroscience and neuromarketing and their applications has resulted in a large body of academic and marketing work in an explosion of opportunity for in-depth studies of the brain. The purpose of this article is to provide academic marketing researchers and professionals in the private sector with a methodological reading grid so that they can assess the feasibility, implementation conditions, relevance or even the added value of using consumer neuroscience through the use of tracking. eye on choices and preferences in women's fashion purchase decision making. Marketing and consumer behavior constitute fields of investigation for which understanding the brain dynamics underlying attention, motivation and decision making represents an added value. For this reason, it is essential to understand what it means to use tools to investigate brain activity in an ethical, technical, methodological and financial way, as well as at the level of data analysis and interpretation.

Author Biographies

Norberto de Almeida Andrade, Universidade Anhembi Morumbi (UAM)

Doutorando em Design, Mestre em Administração, MBA em Marketing Digital, Graduação em Gestão Empresarial, Graduação em Gestão Comercial e Licenciatura em Letras.

Giuliano Carlo Rainatto, Serviço Nacional de Aprendizagem Comercial (SENAC)

Mestre em Administração na linha de pesquisa do conhecimento e inovação, com graduação em Administração de Empresas e pós-graduação em Direito Tributário Empresarial e Finanças.

Eric David Cohen, Universidade Estadual de Campinas (UNICAMP)

Graduado em Engenharia Elétrica pela Universidade S. Judas Tadeu (1982), com Mestrado em Administração pela Clemson University (1997) e Master of Computer Science pela Arizona State University (1993). Doutor em Administração de Empresas pela Fundação Getulio Vargas (2004) e Pós doutorado em Administração pela Universidade Mackenzie. 

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Published

2022-06-28

Issue

Vol. 6 No. 1 (2022): january-december

Section

Articles

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