AOI stands for Area of Interest and refers to a specific area in a visual stimulus to which a person's attention is focussed. In neuromarketing, AOI can be used to measure the gaze behaviour of consumers and find out which visual stimuli they react to most strongly.
Eye-tracking systems, for example, are used to record the eye movements of consumers while they are looking at adverts or other visual stimuli. These recordings can be used to determine the AOIs on which the consumer's attention is most focussed.
This information can be used to understand which visual elements in adverts or other marketing materials attract the most attention from consumers. On this basis, companies can then use targeted visual elements in their marketing campaigns to maximise consumer attention and communicate their marketing message more effectively.