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Více informací o knize Eye Tracking for Visual Marketing

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Eye Tracking for Visual Marketing
• Autor: Michel Wedel, Rik Pieters
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 104
• EAN: 9781601981547
• ISBN: 1601981546
• ID: 04834709
• Nakladatelství: now publishers Inc
• Hmotnost: 172 g
• Rozměry: 237 × 158 × 6 mm
• Datum vydání: 08. August 2008

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