Scopus
Understanding consumer behavior through eye-tracking
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience · Haziran 2020
Makale Bilgileri
Dergi
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Yayın TarihiHaziran 2020
Scopus ID2-s2.0-85137223609
Özet
The purpose of this chapter, which is designed to measure where and how the consumer focuses in an advertising brochure, which visual is more striking, and how much eye strain (twitch) it takes, is to measure the density and visual attention of the eyes through the eye-tracking device during the individual examination. For this study, an experimental laboratory for neuromarketing research was used. After watching the videos and images of the participants in the eye-tracking module, the general evaluations were taken to determine what they remembered, and a comparison opportunity was born. According to the findings, logos, and photographs are more effective than texts. Viewers read large text and skip small text. Suggestions for future research are presented in the chapter.
Yazarlar (2)
1
Hasan Serhat Cerci
2
Alaaddin Selcuk Koyluoglu
Kurumlar
Selçuk Üniversitesi
Selçuklu Turkey
Metrikler
1
Atıf
2
Yazar