Eye Fixations on Advertisements and Memory for Brands: A Model and Findings

By M. Wedel, Rik Pieters. 2000

469 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Computer Vision and Pattern Recognition, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/4b8205f01e15c625e337926b3ed6a3eebf2f2961

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Citations in the corpus

Factorized Variational Autoencoders for Modeling Audience Reactions to Movies (2017, methodology): “Higher-level behaviors, such as the number of eye fixations, were used as reliable indicators for measuring engagement in advertisements [48].”
Shining in the Center: Central Gaze Cascade Effect on Product Choice (2012, methodology): “…measures (Krugman 1965) such as eye-tracking procedures are a reliable and objective measurement of visual attention (Christianson et al. 1991; Deubel and Schneider 1996; Krugman et al. 1994; Rosbergen, Pieters, and Wedel 1997; Tsal and Lavie 1993; van der Heijden 1992; Wedel and Pieters 2000).”
Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context (2017, unknown): “Second, we suggest a study that examines whether the results of Wedel and Pieters (2000) would change if eye-tracking data on printed ads were collected from participants who are in the mere presence of another person compared to when they are in social isolation.”
A breadth-first survey of eye-tracking applications (2002, background): “In a recent study of eye movements over advertisements, Wedel and Pieters (2000) report that across two magazines, fixations to the pictorial and the brand systematically promote accurate brand memory, but text fixations do not.”
Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory (2002, methodology): “They believe that originality of ads is at the heart of advertising effectiveness because it captures consumers’ attention and makes ads more memorable (Caples 1997; Kover 1995; Moriarty 1986; Reid, Whitehill King and DeLorme 1998).”
Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention (2008, unknown): “Furthermore, eye-tracking studies have used a combination of physiological measures and self-reports to explore the relationships between visual attention and brandmemory (Pieters, Warlop, and Wedel, 2002; Wedel and Pieters, 2000).”