We provide the theory of visual attention and eye-movements that serves as a basis for evaluating eye-tracking research and for discussing salient and emerging issues in visual marketing. Motivated from its rising importance in marketing practice and its potential for theoretical contribution, we first review eye-tracking research for visual marketing. Then, we discuss the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. Next, we describe our theory and review eye-tracking applications in marketing based on it. We conclude with an outlook on future theory and method development and recommendations for practice.