We provide the theory of visual attention and eye-movements that serves as a basis for evaluating eye-tracking research and for discussing salient and emerging issues in visual marketing. Motivated from its rising importance in marketing practice and its potential for theoretical contribution,...

An eye-tracking experiment with four processing goals and a free-viewing condition reveals goal control of attention even during a few seconds of self-paced ad exposure. An ad-memorization goal enhanced attention to the body text, pictorial, and brand design objects. A brand-learning goal...

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption-especially when their self-regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self-regulatory...

Contrary to the common assumption that positive emotions generally lead to favorable behavioral intentions, feelings of pride can decrease consumers' repurchase intentions. Results from three experimental studies demonstrate that the impact of pride on repurchase intentions is contingent on...

According to the emission view of behaviour, consumers emit overt responses as a result of a more or less complicated prior process which started in the environment. Explores the consequences of an alternative view – the control perspective of consumer behaviour. Argues that consumer behaviour...