RT Journal Article
SR Electronic
T1 Toward a Better Understanding Of Advertising Stimuli Processing
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 205
OP 216
DO 10.2501/JAR-2016-017
VO 56
IS 2
A1 Michal Matukin
A1 Rafal Ohme
A1 Christo Boshoff
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/2/205.abstract
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.