Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice, we test the hierarchy of effects hypothesis. Our empirical results, based on a simultaneous equations model with pooled parameters across brands, suggest that we can reject...

Gaze direction and the facial expression of emotion are the two most important facial cues in non-verbal communication. This research involves three eye tracking experiments to investigate the joint effects of facial expression (neutral/happy) and gaze direction (direct/averted) of models on...

Attention research in marketing has built on psychological theories and findings on the role of attention in visual exploration, search and choice. It has applied and tested these theories in natural settings, and extended them where needed. Some of the main theoretical constructs and findings...

Introduction to visual marketing / Michel Wedel and Rik Pieters -- Visual attention and perception -- Eye movements during reading, scene perception, visual search and while looking at print advertisements / Keith Rayner and Monica S. Castelhano -- The informativeness of eye-movements for visual...