Eye Tracking for Visual Marketing by Michel Wedel
(Foundations and Trends(r) in Marketing)

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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.

About Michel Wedel

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Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands. Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his PhD in social psychology from the University of Leiden in 1989. Rik believes in interdisciplinary work, and that imagination, persistence and openness to surprise are a person's biggest assets. He has published over 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. He has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication, and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference, and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University, University of Innsbruck, Austria, Koc University, Turkey, and the University of Auckland, New Zealand. He has been Strategy Director for National and International clients at the Prad/FCB advertising agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.
Published August 18, 2008 by Now Publishers Inc. 104 pages
Genres: Business & Economics, Science & Math.

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