Eye Tracking for Visual Marketing

Name: Eye Tracking for Visual Marketing
SKU: 2617603
Price: 177.00 NZD
Availability: InStock

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Format:

Paperback / softback

Series:

Foundations and Trends(R) in Marketing

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Description

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.

Release date NZ

August 8th, 2008

Author

Audience

Professional & Vocational

Pages

104

Series

Foundations and Trends(R) in Marketing

Dimensions

156x234x5

ISBN-13

9781601981547

Product ID

2617603

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