By Michel Wedel, Rik Pieters
Книга visible advertising: From awareness to motion visible advertising: From consciousness to ActionКниги Маркетинг Автор: Michel Wedel, Rik Pieters Год издания: 2007 Формат: pdf Издат.:Lawrence Erlbaum Страниц: 320 Размер: 4,2 ISBN: 0805862927 Язык: Английский0 (голосов: zero) Оценка:This entire quantity goals to extra examine and concept improvement in visible advertising and marketing. by means of bringing jointly best researchers within the box, it strives to give a contribution to the institution of visible advertising and marketing as a coherent self-discipline. The chapters characterize an array of concerns in visible advertising. They deal with 3 components in thought: realization and conception (chapters 2-5) visible cognition (chapters 6-9) and motion and selection (chapters 10-12). The chapters transcend what's identified, and supply in lots of situations a extra speculative and visionary account of the instructions that visible advertising and marketing examine may perhaps and may take.Rather than being constrained to advertisements simply, this new quantity exhibits how visible advertising and marketing permeates just about all patron and advertising actions. it will likely be of curiosity to undergraduate and graduate scholars in advertising, administration, commercial layout, and buyer and social psychology. specialist practitioners, specifically these concerned with advertising communications, retail, and in shop advertising and industry learn, also will enjoy the empirically dependent and leading edge rules placed forth during this booklet.
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Extra info for Visual Marketing: From Attention to Action
Zelinsky, G. , Rao, R. P. , Hayhoe, M. , & Ballard, D. H. (1997). Eye movements reveal the spatiotemporal dynamics of visual search. Psychological Science, 8(6), 448–453. Zoest, L. J. F. M. , & Theeuwes, J. (2004). The role of bottom-up control in saccadic eye movements. Journal of Experimental Psychology: Human Perception and Performance, 30, 746–759. indd 42 8/9/07 7:15:39 AM 3 Informativeness of Eye Movements for Visual Marketing Six Cornerstones Rik Pieters and Michel Wedel Vision in Marketing The human visual system is central in natural tasks that consumers daily engage in, such as viewing and reading advertising, and inspecting, searching and choosing brands and products in brick and mortar and virtual shopping environments.
Eye-movement control in directioncoded visual search. Perception, 29, 363–372. Grimes, J. (1996). On the failure to detect changes in scenes across saccades. In K. ), Vancouver studies in cognitive science: Vol. 5. Perception (pp. 89–110). New York: Oxford University Press. , & McConkie, G. (1995). On the insensitivity of the human visual system to image changes made during saccades. In K. ), Problems in perception. Oxford, UK: Oxford University Press. Henderson, J. M. (1992). Identifying objects across saccades: Effects of extrafoveal preview and flanker object context.
As with reading (and presumably scene perception), attention would move to the region targeted for the next saccade. Finally, the decision about where to fixate next and when to move the eyes is undoubtedly strongly influenced by the characteristics of the specific search task and the density of the visual array. indd 29 8/9/07 7:15:33 AM 30 Keith Rayner and Monica S. , target knowledge) or distractor saliency. They found that when fixations were made quickly subjects tended to fixate the target and distractor equally, however for longer fixation latencies, the target was fixated more often.