TY - JOUR T1 - Toward a Better Understanding Of Advertising Stimuli Processing JF - Journal of Advertising Research JO - J Advert Res SP - 205 LP - 216 DO - 10.2501/JAR-2016-017 VL - 56 IS - 2 AU - Michal Matukin AU - Rafal Ohme AU - Christo Boshoff Y1 - 2016/06/01 UR - http://www.journalofadvertisingresearch.com/content/56/2/205.abstract N2 - 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. ER -