Eye Tracking for Visual Marketing by Michel Wedel
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.-
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| SKU | Unavailable |
| ISBN 13 | 9781601981547 |
| ISBN 10 | 1601981546 |
| Title | Eye Tracking for Visual Marketing |
| Author | Michel Wedel |
| Series | Foundations And Trends In Marketing Ser |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | now publishers Inc |
| Year published | 2008-08-08 |
| Number of pages | 104 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |