Abstract:

The purpose of this research is to investigate the notion of neuromarketing and its related features. In today's unpredictable economy, advanced marketing research methodologies are required to determine client preferences or limits for meeting their needs. Neuromarketing research techniques can investigate consumers' brains and may provide answers to many outstanding issues about consumers. This study highlights the complementing function of neuromarketing strategies in comprehending many elements of customer behavior. It focuses on the potential application of Eye Tracking as a neuromarketing approach for market research. It also takes into account the scenario of consumer purchasing behavior before and after neuromarketing. It also refers to the use of tools created by cognitive neuroscience and psychology experts to evaluate and understand people's reactions to products and promotions, allowing marketing efforts to be refined and made more effective. Aside from that, it demonstrates the obstacles and limitations of the neuromarketing idea in the e-commerce industry. This article also provides a glimpse into the future of neuromarketing. This study is descriptive and secondary in nature, and it is based on a survey of the literature. This study fills a vacuum in the marketing literature by introducing the notion of neuromarketing to the E-commerce business. Data for this study was gathered from a variety of secondary sources, including articles, blogs, and prior related research papers. The findings of this article offer a possible approach for Eye Tracking in influencing consumer purchase behavior on Ecommerce websites and scrollers' online purchasing perspectives. It is possible that in the current and future scenarios, neuromarketing techniques, particularly eye tracking, will be used in marketing research.

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