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Keywords: Visual attention
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Journal Articles
Effect of emotion induction on potential consumers’ visual attention in beer advertisements: a neuroscience study
Available to PurchaseAndré Luiz Damião de Paula, Marina Lourenção, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (1): 202–225.
Published: 28 October 2022
...André Luiz Damião de Paula; Marina Lourenção; Janaina de Moura Engracia Giraldi; Jorge Henrique Caldeira de Oliveira Purpose The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements. Design/methodology/approach...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (13): 137–166.
Published: 18 July 2022
... dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory. Design/methodology/approach An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar...
