Using eye-tracking to understand the impact of multitasking on memory for banner ads : the role of attention to the ad
Ivan A. Guitart, Guillaume Hervet and Diogo Hildebrand
| 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 | Markenimage | Brand image | Experiment | Kognition | Cognition | Visuelle Wahrnehmung | Visual perception | Markenführung | Brand management | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1473023 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200214