Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...

Purpose The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner...

Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality...