Attention Research in Marketing: A Review of Eye Tracking Studies

28 Pages Posted: 30 Jun 2014

See all articles by Michel Wedel

Michel Wedel

University of Maryland - Robert H. Smith School of Business

Date Written: December 1, 2013

Abstract

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

Suggested Citation

Wedel, Michel, Attention Research in Marketing: A Review of Eye Tracking Studies (December 1, 2013). Robert H. Smith School Research Paper No. RHS 2460289, Available at SSRN: https://ssrn.com/abstract=2460289 or http://dx.doi.org/10.2139/ssrn.2460289

Michel Wedel (Contact Author)

University of Maryland - Robert H. Smith School of Business ( email )

College Park, MD 20742-1815
United States

HOME PAGE: http://www.rhsmith.umd.edu/directory/michel-wedel

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