Study the consumer behavior has been always of great interest to researchers, specifically, when the researchers want to study the choice behaviors of customers with instant purchase. The aim of current study is to affect customer choice behaviors by making several changes in e.menu design, exactly when they want to order their interest food. This study is experimental and has been conducted in Iran. In this research, one restaurant was selected and by making four changes in price, layout, images and inserting calories in restaurant e. menu, the behaviors of 1000 customers in 5 non-consecutive weeks, were examined. The results showed that targeted changes in the restaurant menu under the study had a significant influence on consumer's behavior. The findings also proved that insert the image on the menu, had a direct relationship with consumer's choice of the same type of food. This variable has caused the greatest amount of sales.

The aim of the paper is to systematically analyse the effects of the online environment on customers’ behaviour in order to offer a first, comprehensive state-of-the-art of the research on this topic. By analyzing a final sample of 105 papers, 4 themes have been identified, according to the theoretical lenses adopted by scholars. Results show that the traditional stimuli–organism–responses approach (also known as S–O–R) is the most frequently applicable conceptual framework for the analysis of the effects of the online setting, and worth mentioning are the modifications to the original S–O–R model proposed by scholars, which allow considering the specificities of the online environment.

The purpose of this paper is to provide a systematic literature review of 26 papers in which an eye tracker has been used to analyse how e-commerce websites can impact customers' behaviour. Most journal articles included in the literature on consumer neuroscience only provide a summary of the actual functions of neuroscience techniques. There are no reviews of studies that focus on the use of an eye tracker on e-commerce websites in either the consumer neuroscience or marketing research literature. The findings show that websites affect customers differently according to variables such as age, gender, nationality, etc., so there is a need to make changes in how the website is designed, depending on the types of users and audiences of the websites. This review article discusses limitations and suggestions for future research as well as detailing the theoretical and practical implications for neuromarketing.