Journal
JOURNAL OF BRAND MANAGEMENT
Volume 14, Issue 4, Pages 335-342Publisher
PALGRAVE MACMILLAN LTD
DOI: 10.1057/palgrave.bm.2550074
Keywords
eye-tracking; outdoor advertising; engagement
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In the current study, people's viewing patterns and preferences across bus shelter advertisements were investigated. Eye-tracking was used and a correlation was found between positive evaluation of an advertisement and increased attention to it (increased number and duration of fixations on the advertisement). The implications of these fi ndings for marketing are explored.
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