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...