Consumer Attention and Behavior: Insights From Eye-Tracking and Directions For Future Research
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 146-150.
Milica Mormann, University of Miami, USA
NA - Advances in Consumer Research Volume 42 | 2014
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