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Keywords: Visual object structure
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Journal Articles
Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct
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Journal of Contemporary Marketing Science (2021) 4 (2): 260–279.
Published: 24 August 2021
... of different visual object structures on consumers' attention. Design/methodology/approach Based on schema theory and information processing theory and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through...
