Eureka! Institutional Repository

The aim of this paper is to introduce the reader to the world of neuroscience and neuro-marketing. Once the definitions have been given and the concepts of the above are clarified, we will try to explain in a simple and understandable way the functioning of the human eye as well as the way in which the scientists are examining. Reference will be made to the consumer's purchasing behavior and consumer psychology, and the factors influencing the purchasing decision will be discussed by the basic neuroscience technique: eye movement, how this affects our consumer decision about buying and how it affects positively or negative to marketing science. The application of eye tracking (ophthalmic traceability) will then be presented and how it affects through advertising to social networking buyers. Then, by quoting case studies, we will try to explain how these methods and techniques, combined with traditional marketing methods, can help modern merchants in their research into consumer behavior and the methods they use. Finally, by conducting the test, we will give hypothetical conclusions about the application of eye tracking to assess and improve the effectiveness of a visual advertisement (image or video), and through the internet.