A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research

Pupil responses have been investigated for over half a century and can capture insights into consumer behaviour beyond what can be obtained by traditional marketing and consumer research methods alone. Variations in pupil size can reveal underlying psychological processes, including cognitive load, arousal, and emotional reappraisal, that occur in response to marketing stimuli. However, this review highlights that there has been limited application of pupillometry in the existing marketing and consumer research literature. Furthermore, many marketing and consumer research studies employing pupillometry suffer from methodological limitations and a lack of consensus on the psychological parameters that can be measured through changes in pupil size. To demonstrate the appropriate application of pupillometry and to enhance the successful adoption of pupillometry in marketing and consumer research, this review provides an overview of: (1) methodological considerations and potential confounding factors for pupillometric responses; (2) the psychological mechanisms and parameters underlying pupillometric responses; (3) the potential avenues through which pupillometry can be leveraged in marketing and consumer research; and (4) the benefits of applying pupillometry rather than, or jointly with, other psychophysiological and neuromarketing techniques.