Quotation Hofer, Natalie, Schweiger, Günter. 2008. Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements. Conference on Neuroeconomics 2008, Kopenhagen, Dänemark, 15.05.-16.05..




To learn how Yellow Pages ads capture consumers’ attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Poster presented at an academic conference or symposium
Language English
Title Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements
Event Conference on Neuroeconomics 2008
Date 15.05.-16.05.
Location Kopenhagen
Country Denmark
Year 2008


Hofer, Natalie (Former researcher)
Schweiger, Günter (Details)
Institute for Marketing and Consumer Research IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5301 Distributive trades (Details)
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5701 Applied statistics (Details)
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