Visual Attention to Advertising: A Segment‐Level Analysis
- 1 December 1997
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 24 (3) , 305-314
- https://doi.org/10.1086/209512
Abstract
We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneityKeywords
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