TY  - GEN
TI  - Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements
AB  - 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.
AF  - Conference on Neuroeconomics 2008
PP  - Kopenhagen
PY  - 2008-12-01
AU  - Hofer, Natalie 
AU  - Schweiger, Günter 
ER -