| dc.description.abstract | Neuromarketing, an interdisciplinary approach combining neuroscience and marketing,
examines the subconscious responses of consumers to various stimuli. This systematic
review explores the application of neuromarketing techniques to explore how consumers
subconsciously respond to different design elements using tools like eye-tracking,
electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and
emotional analytics to enhance user experience (UX) design in e-commerce, aiming
to boost customer engagement and influence purchasing decisions. By collecting real time data on how consumers react to visual elements in UX, neuromarketing helps
identifying key factors like focus, emotional response, and ease of use which impact
engagement. Eye-tracking stands out as the most effective method for e-commerce, as
it creates heatmaps and gaze paths that show where users focus most, helping designers
optimize layouts and call-to-action (CTA) placements to improve conversion rates.
This review highlights critical research gaps, including the need for studies involving
diverse user groups, evaluations of long-term impacts on customer loyalty, and the
development of ethical guidelines for transparent data handling. By aligning UX design
with subconscious consumer behavior, neuromarketing offers the potential to create
more personalized, engaging, and trustworthy online shopping experiences. Future
research directions are proposed to address these gaps and advance the integration of
neuromarketing in UX design. | en_US |
