International Journal of Consumer Studies, Год журнала: 2025, Номер 49(2)
Опубликована: Март 1, 2025
ABSTRACT In recent years, neuromarketing has gained prominence as a strategic research tool. However, despite the proliferation of studies leveraging neuroscience to analyze cognitive and emotional processes, advancements in this field within website environment remain fragmented, revealing significant scientific gap. The primary objective study is conduct systematic literature review (SLR) consolidate knowledge on application analyzing consumer behavior web platforms. To achieve this, SPAR‐4‐SLR protocol TCCM framework were employed retrieved from Web Science Scopus, enabling identification key gaps area. findings indicate that techniques, such eye tracking brain activity analysis, have shown great potential for optimizing interface design enhancing user experience. also highlights critical shortcomings areas integration factors, consideration multicultural variables, inclusion users with disabilities. These limitations underscore need multidimensional approaches account both conscious subconscious responses visual navigational stimuli. Given growing importance neuroscientific techniques studying behavior, addresses gap provides new insights academic business practice.
Язык: Английский