Foundations and Trends® in Marketing
EYE TRACKING FOR VISUAL MARKETING
by Michel Wedel (University of Maryland) & Rik Pieters (Tilburg University)
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: - the foundations of visual attention and eye-tracking
- a conceptual framework for eyetracking research in marketing
- 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 concludes with an outlook on future theory and method development and recommendations for practice.
Published by Now Publishers and marketed by World Scientific
Contents:
- 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
Readership: Graduate and postgraduate, practitioners interested in visual
marketing, marketing and consumer research professionals, psychologists and neuroscientists.
| 100pp |
Pub. date: Sept 2008 |
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