Review of the Relationship between Human-Machine Interaction and Web Usability in the Application of the Eye Tracking Technique in Neuromarketing

Neuromarketing is a market research technique which use, both commercially and in research studies, has increased significantly in the last decade. Therefore it is necessary to define both the concept of neuromarketing itself and specifications of the different forms of application of neuroscience to marketing techniques. The present article reviews the different techniques of neuromarketing, developing mainly the eye tracking technique, and in particular the interaction between the individual and the computer and its relationship with web usability. To this end, the most important studies with eye tracking are highlighted, and the essential specifications are described to establish a correct relationship between people and websites.