Eye Tracking for Visual Marketing Paperback / softback
by Michel Wedel, Rik Pieters
Part of the Foundations and Trends (R) in Marketing series
Paperback / softback
- Information
Description
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.
Information
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Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:104 pages
- Publisher:now publishers Inc
- Publication Date:08/08/2008
- Category:
- ISBN:9781601981547
Information
-
Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:104 pages
- Publisher:now publishers Inc
- Publication Date:08/08/2008
- Category:
- ISBN:9781601981547