Use of the neuromarketing simulator to promote active and meaningful learning in marketing students at UNAH

Abstract

In higher education, one of the challenges is to effectively integrate theory and practice, especially among young students, who demand active, technology-supported methodologies. In the field of marketing, neuromarketing tools enable an understanding of consumer behavior based on visual and cognitive responses to advertising stimuli, making them an innovative alternative for teaching at the university level. This paper documents an educational experience carried out in the Market Research II course within the Marketing program at the National Autonomous University of Honduras (UNAH). A free eye-tracking-based neuromarketing simulator (GazeRecorder) was implemented as a pedagogical strategy to evaluate the effectiveness of advertising materials. The activity was conducted through project-based learning, with a sample of 40 participants who generated heat maps, eye fixation data, and viewing time. The results demonstrated a greater understanding of the theoretical concepts associated with neuromarketing, as well as a high level of student motivation and participation. Furthermore, the influence of the message’s visual elements and gaze direction on consumer attention was identified, reinforcing the importance of strategic design in advertising messages. The experience demonstrated that the use of free simulators promotes active learning, stimulates critical thinking, and encourages the practical application of knowledge, establishing itself as a viable tool for pedagogical innovation in marketing education.