เปรียบเทียบวิธี

	Eye-Tracking in Advertising Research	Neuromarketing with EEG
สาขาวิชา	การตลาด	การตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2008	2015
ผู้ริเริ่ม	Michel Wedel & Rik Pieters	Hilke Plassmann, Vinod Venkatraman, Scott Huettel & Carolyn Yoon; Richard Davidson (frontal asymmetry)
ประเภท	Attention-measurement pipeline for visual marketing stimuli	Neurophysiological measurement pipeline for consumer response
แหล่งต้นตำรับ	Wedel, M., & Pieters, R. (2008). Eye Tracking for Visual Marketing. Foundations and Trends in Marketing, 1(4), 231-320.	Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), 427-435.
ชื่อเรียกอื่น	Visual Attention Tracking, Gaze Tracking for Marketing, Oculometry in Advertising, Eye-Movement Analysis of Ads	Consumer Neuroscience, EEG Neuromarketing, Neuro-Ad Testing, Brain-Based Advertising Measurement
ที่เกี่ยวข้อง	3	3
สรุป	Eye-tracking in advertising and packaging research measures where, when, and for how long consumers look at marketing stimuli, turning raw gaze into an objective record of visual attention. A camera-based eye-tracker samples the point of regard many times per second, and the resulting stream is parsed into fixations (relatively stable gazes during which information is taken in) and saccades (rapid jumps between them). Researchers overlay areas of interest such as the brand logo, headline, pack-shot, or call-to-action, and compute metrics including dwell time, time-to-first-fixation, and refixation counts for each region. Michel Wedel and Rik Pieters's 2008 monograph Eye Tracking for Visual Marketing consolidated the theory of visual attention behind these measures and showed how attention to ad and package elements relates to memory, brand evaluation, and choice. Aggregated across respondents, the data yield heatmaps and gaze sequences that designers use to diagnose whether the right elements capture attention in the right order. The method bridges low-level perception and high-level marketing outcomes by treating attention as a measurable, manipulable mediator of advertising effectiveness.	Neuromarketing, or consumer neuroscience, applies brain-imaging and biometric measurement to study how consumers respond to advertising, products, brands, and prices. Electroencephalography (EEG) is its most widely used tool because it records electrical activity from scalp electrodes with millisecond resolution, capturing the rapid dynamics of attention and emotion as a stimulus unfolds. From the cleaned signal, researchers derive indices such as frontal alpha asymmetry, which Richard Davidson's work links to approach versus withdrawal motivation, along with engagement ratios from beta, alpha, and theta power and event-related potentials time-locked to stimulus events. These neural measures are often combined with autonomic biometrics such as galvanic skin response and heart rate, and with fMRI in lab settings, to triangulate emotional arousal and valence. Plassmann, Venkatraman, Huettel, and Yoon's 2015 Journal of Marketing Research article set out the legitimate applications and the methodological challenges of this field. The promise is to capture moment-to-moment, non-conscious responses that consumers cannot or will not verbalize, while the discipline insists those signals be interpreted cautiously and validated against behavior.