Methodological foundations of neuromarketing research using eye-tracking technology

The article presents a theoretical and methodological study of the process of consumer search behavior when choosing goods. The necessity of using neuromarketing tools and, in particular, eye-tracking technology, which allows revealing hidden mechanisms of attention when viewing goods and evaluating consumer behavior in a virtual environment in real time, is substantiated. Eye movement tracking technology is a powerful and sophisticated tool that provides an objective view of attention and cognition. The article considers the theory and types of mechanisms of visual attention “bottom-up” and “top-down”, presents an algorithm of the data collection procedure, including a number of mandatory steps and metrics used in neuromarketing analysis, the analysis of which data allows you to evaluate patterns of visual attention and behavioral activity when viewing stimulus material. The use of eye-tracking technology will allow for a better understanding of consumer behavior and, thereby, more effectively develop marketing activities in the process of production, promotion and sale of goods.