Buch, Englisch, Band 4, 100 Seiten, Format (B × H): 156 mm x 234 mm
Buch, Englisch, Band 4, 100 Seiten, Format (B × H): 156 mm x 234 mm
Reihe: Foundations and Trends® in Marketing
ISBN: 978-1-60198-154-7
Verlag: Now Publishers
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.
Autoren/Hrsg.
Weitere Infos & Material
Introduction. The Eye and Its Movements. The Visual Brain. Eye Movement Recording. Eye Movement Metrics and Inference. A Theory of Attention to Visual Marketing. Insights for Visual Marketing. Conclusions. References.
