Eye Tracking for Visual Marketing (Paperback)

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.

General

Imprint:	Now Publishers Inc
Country of origin:	United States
Series:	Foundations and Trends (R) in Marketing
Release date:	August 2008
First published:	August 2008
Authors:	Michel Wedel • Rik Pieters
Dimensions:	234 x 156 x 5mm (L x W x T)
Format:	Paperback
Pages:	104
ISBN-13:	978-1-60198-154-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-60198-154-6
Barcode:	9781601981547

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