Neuromarketing: Research of Consumer Spatial Behavior Using Eye Tracking
https://doi.org/10.34020/2073-6495-2020-1-190-202
Abstract
The development of effective system of path searching in space is becoming an important task for organizations that render consumer services, and the use of neuromarketing, eye tracking in particular, makes it possible to solve it. The article reviews the approaches of scientists regarding navigation systems research; the research results using the method of trajectory tracking and eye movement for improvement of the search of necessary objects by service consumers in healthcare institution are outlined. The method testing proved to be successful. The use of eye tracking in the marketing research boosted the quality and made it possible to perform necessary improvement with clear proof of its effect, as well as demonstrate the significance of eye tracking use for improvement of the spatial consumer orientation.
About the Authors
N. M. Volovskaya
Novosibirsk State University of Economics and Management
Russian Federation
Volovskaya Nina M., Doctor of Sociology, Professor, Department of Marketing, Advertising and Public Relations
Russian Federation
Volovskaya Nina M., Doctor of Sociology, Professor, Department of Marketing, Advertising and Public Relations
V. A. Rusina
Novosibirsk National Research State University
Russian Federation
Rusina Vlada A.
Russian Federation
Rusina Vlada A.
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Review
For citations:
Volovskaya N.M., Rusina V.A. Neuromarketing: Research of Consumer Spatial Behavior Using Eye Tracking. Vestnik NSUEM. 2020;(1):190-202. (In Russ.) https://doi.org/10.34020/2073-6495-2020-1-190-202
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