Livres en espagnol
 
 

Eye Tracking for Visual Marketing

  • Wedel, Michel, Pieters, Rik, (aut.)
  • Now Publishers Inc
  • (18/08/2008)
  • 104 pages
  • Langue: Inglés
  • ISBN: 1601981546 ISBN-13: 9781601981547
  • Délai de livraison entre 20-25 jours,  * paiement par carte de crédit..
  • 85,8€ 81,51€ 
 
 

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.


 

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