Toward a Better Understanding of Advertising Stimuli Processing: Exploring the Link between Consumers' Eye Fixation and Their Subconscious Responses

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.
Matukin, Ohme and Boshoff

Toward a Better Understanding of Advertising Stimuli Processing: Exploring the Link between Consumers' Eye Fixation and Their Subconscious Responses

Michal Matukin

Neurohm, Poland

Rafal Ohme

Stellenbosch University, South Africa / Neurohm, Poland

Christo Boshoff

Stellenbosch University, South Africa

MANAGEMENT SLANT

  • Peripheral information—in this case film award information on a DVD cover—is capable of enhancing the subconscious responses towards the whole DVD cover.
  • To be effective, information of this nature must be clearly visible.
  • The integrative electroencephalography–eye-tracking (EEG/ET) approach can precisely identify the source of the reaction (from the ET) and the emotional valence of the reaction...

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