| Eye Tracking for Visual Marketing Contributor(s): Wedel, Michel (Author), Pieters, Rik (Author) |
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ISBN: 1601981546 ISBN-13: 9781601981547 Publisher: Now Publishers OUR PRICE: $71.25 Product Type: Paperback - Other Formats Published: August 2008 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Research - Business & Economics | Advertising & Promotion |
| Dewey: 659 |
| Series: Foundations and Trends(r) in Marketing |
| Physical Information: 0.22" H x 6.14" W x 9.21" (0.35 lbs) 104 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |