Where do you really watch when you are seeing? A case in product placement using eye tracking

Mike Hess and Karina Besprosvan

This paper employs the latest technology to better understand the relationship between what people say they watch versus what they actually watch during product placement segments of TV programmes.

Where do you really watch when you are seeing? A case in product placement using eye tracking

Mike HessGlobal Research and Communication Insights, OMD Worldwide, United States

Karina BesprosvanLatam, OMD Worldwide, Chile

INTRODUCTION

A publication by one of this paper's authors in the early 1990s (Polsfuss and Hess, 1991) had previously established that emotion, or “liking”, can play a strong role driving brand purchase (above and beyond the established attributes of persuasion and commercial recall.) Similarly, now that cognitions and “rational” behavior have already been well-analyzed in the area of media touchpoints, we felt that digging deeper to...

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