Attention Research in Marketing: A Review of Eye Tracking Studies
28 Pages Posted: 30 Jun 2014
Date Written: December 1, 2013
Attention research in marketing has built on psychological theories and findings on the role of attention in visual exploration, search and choice. It has applied and tested these theories in natural settings, and extended them where needed. Some of the main theoretical constructs and findings in marketing using eye tracking are reviewed.
Keywords: Attention, Eye Tracking, Visual Marketing, Bayesian Statistics
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