Areas of Interest (AOI) on marketing mix elements of green and non-green products in customer decision making

Abstract

Technological advancements in eye-tracking have enabled the development of interactive experimental setups for studying consumer behaviour. A common method for examining gaze data is Area of Interest (AOI). Therefore, this study fully utilised eye-tracking tools to measure participants' allocation of visual attention to the marketing mix elements in green and non-green products. This is because the product, price, place, and promotion are still the most crucial factors that customers consider when purchasing. The primary objective of this study is to discover and understand the primary marketing function that directly influences customer decision-making from a neuromarketing perspective. Their eye movements were simultaneously registered using SMI Eye Tracking Glasses 2 Wireless, and the gaze locations of participants were measured from AOI. The findings of this study have a significant impact on the importance of eye movements in decision-making, particularly when choosing important marketing elements before purchasing green and non-green products.