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- Source :
- Journal of Business Research, 111, 281-289. Elsevier Inc.
- Publication Year :
- 2020
- Publisher :
- Elsevier Inc., 2020.
-
Abstract
- In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.
- Subjects :
- Marketing
medicine.medical_specialty
genetic structures
05 social sciences
Eye movement
Stimulus (physiology)
Audiology
attention
eye movements
head movements
0502 economics and business
medicine
Eye tracking
Head movements
050211 marketing
goals
Psychology
advertising
050203 business & management
Subjects
Details
- Language :
- English
- ISSN :
- 18737978 and 01482963
- Volume :
- 111
- Database :
- OpenAIRE
- Journal :
- JBR: Journal of Business Research
- Accession number :
- edsair.doi.dedup.....5128821e267a99a9f35a804d617efe78