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.
- © Copyright 2016 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.