65 Copyright © 2020, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 4 DOI: 10.4018/978-1-7998-3126-6.ch004 ABSTRACT The purpose of this chapter, which is designed to measure where and how the consumer focuses in an advertising brochure, which visual is more striking, and how much eye strain (twitch) it takes, is to mea- sure the density and visual attention of the eyes through the eye-tracking device during the individual examination. For this study, an experimental laboratory for neuromarketing research was used. After watching the videos and images of the participants in the eye-tracking module, the general evaluations were taken to determine what they remembered, and a comparison opportunity was born. According to the fndings, logos, and photographs are more efective than texts. Viewers read large text and skip small text. Suggestions for future research are presented in the chapter. INTRODUCTION Today’s marketing mentality, which focuses on and aims customer satisfaction and consumer wishes, has experienced gradual and radical changes in the process, both in terms of the function of marketing and from the point of view of business and marketers until it reaches this point. Undoubtedly, the three leading actors of marketing, producers/sellers, consumers/buyers, and advertisers have learned lessons from this change. In mentioned period, successful master of persuasion must move ahead of the product range and have a specific action plan that will go beyond changes that vary depending on the situation. Marketers should adopt strategies and policies to increase sales with new methods and techniques. Otherwise, this cumulative effect on the consumer by traditional methods may result in disappointment as a result of excessive market overload. Advertisers, the last important stakeholder, should be able to Understanding Consumer Behavior Through Eye-Tracking H. Serhat Cerci Selcuk University, Turkey A. Selcuk Koyluoglu https://orcid.org/0000-0003-0359-1443 Selcuk University, Turkey