Investigating the effect of in-store print advertising on consumer’s visual attention using eye-tracking technology
Due to rising number of products on the shelves of stores and the fact that about 70% of buying decisions are made at the point-of-purchase, retailers and marketers are growingly investing on in-store advertising material to grab their customers’ attention. Thus, measuring the effectiveness of the i...
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| Format: | Others |
| Language: | English |
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Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT
2012
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-15740 |