The aim of this review is to highlight the importance and benefits of eye tracking in Neuromarketing, by analyzing research papers and articles from international databases such as Scopus, PubMed, Elsevier, Springer and Science Direct. After analyzing some of the most representative publications related to eye tracking in Neuromarketing, we have concluded that it can be considered one of the most important tools in determining the consumers' intent to buy medical products and services. In addition, with a mixture between standard Marketing Research methods and the eye-tracking technology, the researchers can get insight into unconscious factors that influence the consumers' choices and preferences. In conclusion, neuromarketing can prevent the waste of money spent on ineffective marketing campaigns.
Keywords: Neuromarketing; eye tracking; gaze movements; visual elements.
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