The role of consumers’ visual attention stimuli in advertising: traditional and neuromarketing research perspectives

The role of consumers’ visual attention stimuli in advertising: traditional and neuromarketing research perspectives

This research aims to reveal the role of consumers’ visual attention stimuli in advertising from traditional and neuromarketing research perspectives. This study examines six stimuli of consumers’ visual attention, which are divided into three groups – complexity of advertising, reflection of realit...

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Bibliographic Details
Main Authors: Jūratė Banytė, Ieva Pūkienė, Greta Dargytė
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-03-01
Series:Innovative Marketing
Subjects:
advertising
consumer attitude
eye-tracking system
neuromarketing
stimuli
visual attention
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21802/IM_2025_01_Banyte.pdf
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