Consumer Attention and Behavior: Insights From Eye-Tracking and Directions For Future Research

Milica Mormann, University of Miami, USA
This conceptual paper surveys and summarizes existing research on attention in the marketing literature, including eye-tracking studies, in order to (1) develop a framework for future research on attention and its effects on consumer behavior and (2) propose guidelines for the effective use of eye-tracking in consumer research.
[ to cite ]:
Milica Mormann (2014) ,"Consumer Attention and Behavior: Insights From Eye-Tracking and Directions For Future Research", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 146-150.