Eye Tracking for Visual MarketingNow Publishers Inc, 2008 - 93 էջ 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. |
Բովանդակություն
The Eye and Its Movements | 5 |
The Visual Brain | 11 |
EyeMovement Metrics and Inference | 19 |
3 | 25 |
A Theory of Attention to Visual Marketing | 37 |
Insights for Visual Marketing | 45 |
Common terms and phrases
aggregation Aribarg attention patterns attention processes banner ads Bayesian body text bottom-up effects brand cells Chandon cognitive processes color Computer Vision cortex d’Ydewalle downstream effects Dreze and Hussherr effects on attention exposure eye fixations eye movements eye trackers eye tracking eye-movement data eye-tracking data eye-tracking research feature ads feature advertising fixation durations fixation frequency fovea gaze durations global goals headline heterogeneity hidden Markov models images increases attention individuals inference J. W. Hutchinson Journal of Experimental Lans Liechty measures memory objects optimal perceptual features pictorial Pieters and Warlop Pieters and Wedel Pieters et al print ads pupil diameter pupil dilation pupillary pupillary response Rayner retina role Rosbergen saccades salience salience map scan paths scene perception shelves specific studies sumer task Teixeira tion top-down effects TV commercials vision visual angle visual attention visual brain visual complexity visual field visual marketing stimuli visual perception visual search visual stimuli Wedel and Pieters