Analysis of Selective Attention in Neuromarketing: Evaluation of the Ascending Reticular Activating System (ARAS) using Eye-Tracking and Galvanic Skin Response
Keywords:
Neuromarketing, Selective Attention, ARAS System, Biometrics, Cognitive PsychologyAbstract
This theoretical analysis article examines the relationship between the activation of the
Ascending Reticular Activating System (SARA) and selective attention patterns in advertising
contexts. It centers on the role of the SARA as a pre-conscious biological filter against the
stimulus saturation characteristic of the attention economy. Through a systematic literature
review, existing evidence reported via biometric techniques such as Eye-Tracking and
Galvanic Skin Response (GSR) is integrated. It is concluded that these tools operate as
complementary indirect indicators of SARA functioning, offering a robust neuroscientific
framework to optimize the design of more effective neuromarketing strategies aligned with
human cognitive architecture.
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