...Qiuzhen Wang; Lan Ma; Liqiang Huang; Lei Wang Purpose The purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender. Design/methodology/approach An eye-tracking experiment and a memory...

... environment. Design/methodology/approach The study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory...

... and article content are examined at the level of gaze behaviour using eye tracking technology, while questionnaires are exploited to assess both free and helped recall. Two “kinds of reading” are also considered, namely “imposed” (where the tester has to read a specific article) and “free” (where the tester...