Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (Marketing Science) by Darren Bridger

Author:Darren Bridger
Language: eng
Format: mobi
Publisher: Kogan Page
Published: 2015-08-02T14:00:00+00:00

Summary

Vision is driven by both top-down and bottom-up processes.

Eye-tracking is a comparatively cheap and unobtrusive measure.

Eye-tracker studies are typically either lab-based, mobile or online, each with their own benefits and limitations.

Notes

1 See page 59 of: Murch, W (2001) In the Blink of an Eye, Silman-James Press, Los Angeles.

2 Yoo, CY (2009) Effects beyond click-through: incidental exposure to web advertising, Journal of Marketing Communications, 15 (4), pp 227–46.

3 Pieters, R and Wedel, M (2004) Attention capture and transfer in advertising: brand, pictoral and text-size effects, Journal of Marketing, 68, pp 36–50.

4 See: Wedel, M and Pieters, R (2008) Eye Tracking for Visual Marketing, Now Publishing, London.

5 Amir, O, Biederman, I and Hayworth, KJ (2011) The neural basis for shape preference, Vision Research, 51, pp 2198–206.

6 See: Wedel, M and Pieters, R (2008) Eye Tracking for Visual Marketing, Now Publishing, London.

7 Teixeira, T, Wedel, M and Pieters, R (2008) Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing, Working Paper, University of Michigan.

8 Van der Lans, R, Pieters, R and Wedel, M (2008) Competitive brand salience, Marketing Science, 27 (5), pp 922–31.

9 Nielsen, J [accessed 24 April 2015] F-Shaped Pattern for Reading Web Content [Online] http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/.

10 Eyequant [accessed 24 April 2015] Eye-Tracking study [Online] http://blog.eyequant.com/2014/01/15/the-3-most-surprising-insights-from-a-200-website-eye-tracking-study/. Other vendors I’ve spoken to disagree that faces aren’t effective.

11 Nielsen, Jakob and Pernice, Kara (2010) Eyetracking Web Usability, New Riders, Berkeley, CA.

12 Glaholt, MG, Wu, M and Reingold, EM (2009) Predicting preference from fixations, PsychNology, 7 (12), pp 141–58.

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