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In the last decade there has been a rapid growth in commercial applications of eye-tracking technology to assess the effectiveness of visual marketing efforts. Eye-movements are tightly coupled with visual attention which makes them eminent indicators of the covert visual attention process. Now a sizable and growing body of literature exists on attention to visual marketing stimuli. Eye-Tracking for Visual Marketing provides: 1. the foundations of visual attention and eye-tracking 2. a conceptual framework for eye-tracking research in marketing 3. a review of the marketing literature within this conceptual framework. Motivated from its rising importance in marketing practice and its potential for theoretical contribution, Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. Next, it describes the authors' theory and reviews eye-tracking applications in marketing based on this theory. It conclude with an outlook on future theory and method development and recommendations for practice.
| Autorius: | Michel Wedel, Rik Pieters, |
| Leidėjas: | Now Publishers Inc |
| Išleidimo metai: | 2008 |
| Knygos puslapių skaičius: | 104 |
| ISBN-10: | 1601981546 |
| ISBN-13: | 9781601981547 |
| Formatas: | 234 x 156 x 6 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
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