Eye tracking for visual marketing / Michel Wedel, University of Marlyland College Park, Rik Pieters, Tilburg University.
Material type:
TextSeries: Foundations and trends in marketing ; v. 1, issue 4.Boston, Mass. : now, 2008©2008 Description: ix, 93 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781601981547 (paperback)Subject(s): Advertising -- Psychological aspects | Visual perception | Eye -- Movements -- ResearchLOC classification: HF5822 .W43 2008Summary: 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.
| Item type | Current library | Shelving location | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Books | MEF Üniversitesi Kütüphanesi | Genel Koleksiyon | HF 5822 .W43 2008 (Browse shelf (Opens below)) | Available | 0004170 |
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| HF 5821 .J66 1992 How much is enough? : getting the most from your advertising dollar / | HF 5822 .H4319 2020 Bilinçaltını ayartmak : reklam psikolojisi / | HF 5822 .K33 2019 Maksimum korunma : korku çağında reklam / | HF 5822 .W43 2008 Eye tracking for visual marketing / | HF 5823 .A4519 2017 Gizli gündem : iş satma sanatı / | HF 5823 .A4519 2017 Gizli gündem : iş satma sanatı / | HF 5823 .A48 2013 Advertising creative : strategy, copy, design / |
Includes bibliographical references.
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.