search query: @author Pieters, R. / total: 10
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| Author: | Rosbergen, E. Pieters, R. Wedel, M. |
| Title: | Visual attention to advertising: A segment-level analysis |
| Journal: | Journal of Consumer Research
1997 : DEC, VOL. 24:3, p. 305-314 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | This paper concentrates on local gaze duration for elements of an advertisement as a measure of visual attention. The results suggest that the three segments of consumers that are identified have qualitatively different patterns of attention, described as scanning, initial attention and sustained attention. Differences in visual attention patterns among segments coincide with differences among the segments with respect ot involvement, brand attitude, and ad recall. The results demonstrate that different components of involvement differentially affect visual attention patterns. Advertisers may use the paper's methodology to improve their understanding of the impact that physical ad properties and consumer characteristics have on patterns of visual attention to advertising. |
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