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| Eye Tracking for Visual Marketing | 
 enlarge | Authors: Michel Wedel, Rik Pieters
Publisher: Now Publishers Inc
Category: Book
Buy New: $75.00
New (11) Used (5) from $73.64
Sales Rank: 1285973
Media: Paperback
Number Of Items: 1
Pages: 104
Shipping Weight (lbs): 0.3
Dimensions (in): 9 x 6 x 0.4
ISBN: 1601981546
EAN: 9781601981547
ASIN: 1601981546
Publication Date: August 18, 2008
Availability: Usually ships in 24 hours
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Product 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 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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