PT  - JOURNAL ARTICLE
AU  - Michal Matukin
AU  - Rafal Ohme
AU  - Christo Boshoff
TI  - Toward a Better Understanding Of Advertising Stimuli Processing
AID  - 10.2501/JAR-2016-017
DP  - 2016 Jun 01
TA  - Journal of Advertising Research
PG  - 205--216
VI  - 56
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/56/2/205.short
4100  - http://www.journalofadvertisingresearch.com/content/56/2/205.full
SO  - J Advert Res2016 Jun 01; 56
AB  - 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.