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Record number 402194
Title Is Eye tracking an effective experimental tool for capturing consumers attention?
Author(s) Bialkova, S.E.; Trijp, J.C.M. van
Source In: Proceedings of Measuring Behavior 2010, 24-27 August 2010, Eindhoven, The Netherlands. - Eindhoven, The Netherlands : - ISBN 9789074821865 - p. 498 - 498.
Event Eindhoven, The Netherlands : - ISBN 9789074821865 Measuring Behavior 2010, 2010-08-24/2010-08-27
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Contribution in proceedings
Publication year 2010
Abstract Understanding how consumers pay attention to information and extract meaning is crucially important in credence attributes such as health, and sustainability. Hence there is a need to develop appropriate measures for adequately capturing whether and how consumers pay attention to particular information. The current study discusses Eyetracking methodology as an effective experimental tool for capturing consumers attention in shopping situations and thus a promising approach for exploring consumer behavior.
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