Toward a Better Understanding of Advertising Stimuli Processing: Exploring the Link between Consumers' Eye Fixation and Their Subconscious Responses
Neurohm, Poland
Stellenbosch University, South Africa / Neurohm, Poland
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...