Eye Tracking for Visual Marketing

di Michel Wedel (Autore)

Rik Pieters (Autore)

now publishers Inc, 2008

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 eyetracking 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.

• Autore: Michel Wedel, Rik Pieters
• Editore: now publishers Inc
• Collana: Foundations and Trends (R) in Marketing
• Anno: 2008
• Rilegatura: Paperback / softback
• Pagine: 104 p.
• Dimensioni: 234 x 156 mm
• Peso: 159 gr.
• EAN: 9781601981547

Testo in English