This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images - an...

Purpose: This paper aims to test the similarity of the results of on-screen eye tracking compared to mobile eye tracking in the context of first fixation location on stimuli. Design/methodology/approach: Three studies were conducted altogether with 117 participants, where the authors compared...

Purpose: The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication...