A Review of Eye-Tracking and fMRI Measurements in the Context of Neuromarketing and Consumer Purchasing Decisions in E-Commerce

E-Commerce has experienced a staggering growth in recent years, compounded by the COVID-19 pandemic outbreak from March 2020 onwards. While the supply and the demand for online products has increased at an exponential level, this turn of events has in turn made it more challenging than ever for retailers, online brands and aggregators to make their products stand out from the crowd. Thus, aside from conventional approaches to creating an engaging online shopping experience such as visual design, online reviews and newly burgeoning Augmented Reality technologies, companies have become interested in utilizing Neuromarketing research in their website and product design strategies. The field of Neuromarketing utilizes Neuroimaging techniques to perform neuroimaging studies for marketing purposes. This review observes and compares the existing literature on Neuromarketing and online consumer behavior, by taking a close look at two of the most utilized techniques in Neuroimaging: fMRI and Eye-Tracking. The thesis concludes with a critical analysis into both of the techniques and into the wider prospects of Neuromarketing as a field of Consumer Research.