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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Eye Tracking for Visual Marketing
• Author: Michel Wedel, Rik Pieters
• Language: English
• Binding: Paperback
• Number of pages: 104
• EAN: 9781601981547
• ISBN: 1601981546
• ID: 04834709
• Publisher: now publishers Inc
• Weight: 172 g
• Dimensions: 237 × 158 × 6 mm
• Date of publishing: 08. August 2008

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