Using eye-tracking to understand the impact of multitasking on memory for banner ads : the role of attention to the ad
Year of publication: |
2019
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Authors: | Guitart, Ivan A. ; Hervet, Guillaume ; Hildebrand, Diogo |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 1, p. 154-170
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Subject: | Banner advertising | brand recognition | eye-tracking | multitasking | online marketing | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Experiment | Wahrnehmung | Perception |
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