What is Eye Tracking

Eighty percent of consumer behaviors and purchases rely on subconscious processes. The use of neuromarketing tools to study consumer behavior is not clear, notably regarding its practices and intentions toward consumers. This chapter aims to understand how neuromarketing can explain consumer behavior thanks to Neuromarketing 2.0 tools, how companies can manage the collected data in a responsible way and build a neuroethical charter to regulate the way companies use it. Most companies choose to not communicate about it when they use neuromarketing tools, and therefore, this chapter aims to pave the way towards solutions and recommendations and democratize its use by making Neuromarketing 2.0 more responsible and ethical.