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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.
List of contents
Introduction. The Eye and Its Movements. The Visual Brain. Eye Movement Recording. Eye Movement Metrics and Inference. A Theory of Attention to Visual Marketing. Insights for Visual Marketing. Conclusions. References.
Summary
Provides an overview of the foundations of visual attention and eye-tracking; a conceptual framework for eyetracking research in marketing; and a review of the marketing literature within this conceptual framework.
