Matches in SemOpenAlex for { <https://semopenalex.org/work/W2997385280> ?p ?o ?g. }
- W2997385280 endingPage "61" @default.
- W2997385280 startingPage "24" @default.
- W2997385280 abstract "Modern eye-tracking techniques have opened a new door of opportunities for evaluating communication effectiveness in a way that minimizes cognitive biases and provides moment-by-moment insights into communication’s attention processes. The increasing body of research applying eye-tracking methodologies, together with the reorientation of the landscape of communication, calls for a comprehensive overview of the scope of research concerning audience’s visual attention to advertising. This is the first study that applies a systematic literature review approach to face this research gap by analyzing 112 papers published between 1979 and 2019 in journals indexed by the ISI Web of Science database. Based on this review, the article examines current evidence determining the visual attention to ads and the relationship between eye-tracking measures and other facets of advertising effectiveness, namely cognitive, affective, and behavioral consumer response. Finally, this article discusses the implications for business communication and proposes directions for academics and professionals intending to explore advertising effectiveness through eye tracking." @default.
- W2997385280 created "2020-01-10" @default.
- W2997385280 creator A5030236085 @default.
- W2997385280 creator A5038028871 @default.
- W2997385280 creator A5040977918 @default.
- W2997385280 date "2020-01-06" @default.
- W2997385280 modified "2023-10-18" @default.
- W2997385280 title "Evaluating Communication Effectiveness Through Eye Tracking: Benefits, State of the Art, and Unresolved Questions" @default.
- W2997385280 cites W1534556118 @default.
- W2997385280 cites W1556656478 @default.
- W2997385280 cites W1795495414 @default.
- W2997385280 cites W1804885790 @default.
- W2997385280 cites W1887592446 @default.
- W2997385280 cites W1953620040 @default.
- W2997385280 cites W1964504906 @default.
- W2997385280 cites W1966384076 @default.
- W2997385280 cites W1980667529 @default.
- W2997385280 cites W1981886524 @default.
- W2997385280 cites W1983208675 @default.
- W2997385280 cites W1986386801 @default.
- W2997385280 cites W1988127427 @default.
- W2997385280 cites W1994854919 @default.
- W2997385280 cites W1994912857 @default.
- W2997385280 cites W1998902231 @default.
- W2997385280 cites W1999649575 @default.
- W2997385280 cites W2000439409 @default.
- W2997385280 cites W2002429320 @default.
- W2997385280 cites W2005180580 @default.
- W2997385280 cites W2006775182 @default.
- W2997385280 cites W2008160866 @default.
- W2997385280 cites W2011569425 @default.
- W2997385280 cites W2013112874 @default.
- W2997385280 cites W2014040133 @default.
- W2997385280 cites W2015762759 @default.
- W2997385280 cites W2018408207 @default.
- W2997385280 cites W2020911841 @default.
- W2997385280 cites W2023505872 @default.
- W2997385280 cites W2032922898 @default.
- W2997385280 cites W2034887846 @default.
- W2997385280 cites W2038969707 @default.
- W2997385280 cites W2039934771 @default.
- W2997385280 cites W2041855023 @default.
- W2997385280 cites W2042116841 @default.
- W2997385280 cites W2042750428 @default.
- W2997385280 cites W2043660553 @default.
- W2997385280 cites W2044455975 @default.
- W2997385280 cites W2046497430 @default.
- W2997385280 cites W2048694465 @default.
- W2997385280 cites W2049211375 @default.
- W2997385280 cites W2060381351 @default.
- W2997385280 cites W2061044004 @default.
- W2997385280 cites W2061802517 @default.
- W2997385280 cites W2066888042 @default.
- W2997385280 cites W2074796565 @default.
- W2997385280 cites W2077869260 @default.
- W2997385280 cites W2077874545 @default.
- W2997385280 cites W2081913479 @default.
- W2997385280 cites W2085699718 @default.
- W2997385280 cites W2089782058 @default.
- W2997385280 cites W2093163898 @default.
- W2997385280 cites W2094952917 @default.
- W2997385280 cites W2095324794 @default.
- W2997385280 cites W2097933829 @default.
- W2997385280 cites W2098804822 @default.
- W2997385280 cites W2107342099 @default.
- W2997385280 cites W2111591759 @default.
- W2997385280 cites W2112373115 @default.
- W2997385280 cites W2117170968 @default.
- W2997385280 cites W2121569296 @default.
- W2997385280 cites W2124281366 @default.
- W2997385280 cites W2124442663 @default.
- W2997385280 cites W2128496717 @default.
- W2997385280 cites W2129303588 @default.
- W2997385280 cites W2131069089 @default.
- W2997385280 cites W2135455887 @default.
- W2997385280 cites W2135547979 @default.
- W2997385280 cites W2140079265 @default.
- W2997385280 cites W2140885904 @default.
- W2997385280 cites W2145513880 @default.
- W2997385280 cites W2146740217 @default.
- W2997385280 cites W2147156975 @default.
- W2997385280 cites W2155851103 @default.
- W2997385280 cites W2156818561 @default.
- W2997385280 cites W2158058159 @default.
- W2997385280 cites W2166827712 @default.
- W2997385280 cites W2167706310 @default.
- W2997385280 cites W2171531578 @default.
- W2997385280 cites W2174324920 @default.
- W2997385280 cites W2177961586 @default.
- W2997385280 cites W2180553342 @default.
- W2997385280 cites W2221375146 @default.
- W2997385280 cites W2232896024 @default.
- W2997385280 cites W2234649517 @default.
- W2997385280 cites W2257775940 @default.
- W2997385280 cites W2295763703 @default.
- W2997385280 cites W2301803923 @default.
- W2997385280 cites W2345785199 @default.
- W2997385280 cites W2346745854 @default.