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Online Neuromarketing with Thomas Zoëga Ramsøy

Brainfluence

CHAPTER

Simulated Eye Tracking in Neuromarketing Research

This chapter discusses the use of simulated eye tracking in neuromarketing research and its various applications. It explains how advancements in AI and machine learning have made eye tracking studies more affordable and accessible, allowing for early vetting of designs and post hoc analysis of advertisements. The chapter highlights the importance of considering how people perceive and interact with visual designs and the potential of using predictive models and other neuromarketing tools to understand behavioral biases and effects.

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