## 2 Materials and Methods
### Data Collection and Analysis  
The independent variable was the sex of the participants, with a similar sociocultural profile in all of them, and determined by the main profile of the company's target. The dependent variables were the level of attention and the emotional arousal peaks recorded in response to the observed stimuli.  
Quantitative data analysis was used to evaluate the seconds that elapsed between the appearance of the stimulus and the first fixation, or the Time First Fixation (TFF), the number of eye fixations, or the Fixation Count (FC), and the total number of seconds of attention to each area of interest, or Total Fixation Duration (TFD). The qualitative evaluation was performed using thermal maps of the attention registered by the eye tracker.  
Regarding the semi-structured in-depth interview, the interview protocol was designed to provide evidence of the experience of buying these categories of product. The interviews were carried out by the authors. All interviews were conducted face-to-face, recording the electrodermal activity. All interviews were videotaped, transcribed, and analysed. The application of neuromarketing to qualitative research allows researchers to make a record of the arousal, or general physiological and psychological activation of the body [66], experienced by the subject during an in-depth interview and neuro-qualitative study [64]. All interviews were videotaped, transcribed, and analysed.  
The GSR peaks, which can occur up to 3 s after the start of emotional activation were used to determine emotional arousal during the in-depth interview.  
The qualitative research phase (in-depth interviews) was monitored using the Shimmer3 GSR galvanic skin response model. ConsensusPRO v1.6.0 software was used for data collection.  
Toy case (packaging).  
Certain products, such as board games, are shown to the consumer on the shelf, along with other equivalent products. Only the packaging is accessible, and the consumer has to handle it to be able to view it in full. For this reason, the image of the packaging was projected to the users and the eye movement was recorded through desktop eye tracking equipment. The research phase with packaging was performed using the eye tracker model Gazepoint GP3 HD, with a 150 Hz sampling rate. For data collection, Gazepoint Analysis UX Edition v.5.3.0 software was used.  
The statistical analysis of the data was performed with the R software, v.3.6.3. The common element (stimuli) was defined, as well as areas of interest (Figure 1 and Table 1). Subjects were exposed to 1 package containing 7 stimuli, with a maximum time limit of 30 s to prioritize the areas of interest that captured the most attention [67].  
The area sizes of AOIs are different, according to the manufacturer design proposal. The AOIs are on the front design of the packaging, and the image of the product (the toy) is within the AOI 07.  
Footwear case (store).  
In order to show the same stimulus to all users, an image of the area of interest was captured. The research phase with packaging was performed using the eye tracker model Gazepoint GP3 HD, with a 150 Hz sampling rate. For data collection, Gazepoint Analysis UX Edition v.5.3.0 software was used.  
The statistical analysis of the data was performed with the R software, v.3.6.3. Common elements (stimuli) were defined for all consumers (volunteers). The subjects were exposed to an exhibition area, structured into 25 stimuli (Figure 2 and Table 2). Subjects received instructions about the area of the store shown, to prioritize the areas of interest that captured the most attention [67].  
Special stimuli designed by the brand for the store, with the aim of enhancing the values of the brand, are the vertical garden (representing nature), shop furniture, small video screen, wood boxes and hanging papers.