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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