The application of consumer neuroscience tools on social media

Abstract

Consumer neuroscience facilitates the analysis of unconscious user responses to social media content. Tools such as electroencephalography (EEG) and eye-tracking are instrumental in identifying content types that activate the brain's reward system, thereby enhancing user engagement. Neuromarketing, which focuses on subconscious triggers influencing consumer behavior, is increasingly vital for optimizing marketing strategies. This article conducts a systematic literature review to explore the primary tools of consumer neuroscience and their growing applications in advertising and user experience optimization on social media.