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Eye Tracking for Visual Marketing: Foundations and Trends(r) in Marketing, cartea 4

Autor Michel Wedel, Rik Pieters
en Limba Engleză Paperback – 31 iul 2008
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.
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Specificații

ISBN-13: 9781601981547
ISBN-10: 1601981546
Pagini: 104
Dimensiuni: 156 x 234 x 6 mm
Greutate: 0.16 kg
Editura: Now Publishers
Seriile Foundations and Trends in Marketing, Foundations and Trends(r) in Marketing

Locul publicării:United States