Innovation in Online Shopping through Eye Tracking Process

Maria Kokkoli

Student thesis: Master thesis


The pharmaceutical industry should involve research of neuromarketing in order to excel its approaches. Neuromarketing domain reveals the conscious and the unconscious world of the consumers. Therefore, the contribution of the research within this topic is very important due to the fact that it can offer the decision making process in relation to drug products. Thus, this study investigates which factors influence the perceptions of consumers in the occasion of pharmaceutical products. The literature background was developed with a special focus on cognitive neuroscience approaches, decision making process theories as well as theories derived from the discipline of psychology such as gender theory, color philosophy and placebo effect. Two kinds of research methods were used for this study: behavioral and physiological. The main purpose was to explore which factors play a significant role in the decision of consumers in the case of drug products. How people react in a stimulus of drug product and which elements gain more attention. For this purpose, an eye tracking experiment was conducted and displayed stimuli of drug products in the first part and drugstore websites in the second part. The analysis of the results proves that there are a lot of aspects that influence the decision making procedure of consumers in relation to drug products. The current study reveals and develops the significance of gender, temperature of color in the packaging design as well as specific areas of interest that operate as contributors.

EducationsMSocSc in Organisational Innovation and Entrepreneurship , (Graduate Programme) Final Thesis
Publication date2013
Number of pages95