Year: 2026
Type: dissertation
Abstract: In recent years, the application of neuromarketing techniques has gained increasing attention as researchers and practitioners seek to better understand consumer behaviour beyond traditional self-reporting methods.Among techniques, eye-tracking has emerged as a particularly valuable tool for capturing objective and measurable data on visual attention, decision-making, and emotional engagement with marketing stimuli.Packaging design, as a critical element of marketing communication, plays a central role in shaping consumer perceptions, influencing purchase decisions, and reinforcing brand identity.The use of eyetracking to examine packaging elements provides unique insights into how consumers interact with visual cues such as color, typography, layout, and imagery.This thesis employs bibliometric analysis to systematically examine the academic structure of research on eye-tracking and packaging design.By analysing publications found in the Web of Science Core Collection, the study identifies key trends, influential articles, thematic clusters, and the intellectual structure of this interdisciplinary field.Through this approach, the thesis contributes to a comprehensive understanding of how eye-tracking has been applied in packaging research, underlining both the evolution of the field and the directions it may take in the future.The findings offer value to scholars by mapping the development of scientific contributions and to practitioners by clarifying the research areas that underpin evidence-based packaging design strategies.Ultimately, this thesis situates eye-tracking within the broader context of neuromarketing and consumer behaviour studies, emphasizing its role in advancing both theoretical knowledge and practical applications.
Author: Hajrić, Adi-Selman
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7154555356
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