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Toward a Better Understanding Of Advertising Stimuli Processing

Exploring the Link Between Consumers' Eye Fixation and Their Subconscious Responses

Michal Matukin, Rafal Ohme, Christo Boshoff
DOI: 10.2501/JAR-2016-017 Published 1 June 2016
Michal Matukin
Neurohm, Poland,
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  • For correspondence: michal.matukin@neurohm.com
Rafal Ohme
Stellenbosch University, South Africa, and Neurohm, Poland,
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  • For correspondence: rafal@neurohm.com
Christo Boshoff
Stellenbosch University, South Africa,
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  • For correspondence: cboshoff@sun.ac.za
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ABSTRACT

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort. Against this background, the current study explores consumers' subconscious responses in relation to their eye fixation at a static advertising image, in this case a DVD cover. Using electroencephalography (EEG) and eye-tracking (ET) data, the study makes a contribution at two levels. First, it empirically explores the impact of consumers' eye fixation on peripheral information. Second, it makes a methodological contribution in demonstrating how these two data-collection techniques can be integrated to better understand the relationship between where consumers look when exposed to a static advertisement and their subsequent level of subconscious responses.

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Vol 56 Issue 2

Journal of Advertising Research: 56 (2)
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Toward a Better Understanding Of Advertising Stimuli Processing
Michal Matukin, Rafal Ohme, Christo Boshoff
Journal of Advertising Research Jun 2016, 56 (2) 205-216; DOI: 10.2501/JAR-2016-017

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Toward a Better Understanding Of Advertising Stimuli Processing
Michal Matukin, Rafal Ohme, Christo Boshoff
Journal of Advertising Research Jun 2016, 56 (2) 205-216; DOI: 10.2501/JAR-2016-017
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