Eye tracking methodology and its validity - demonstrated through the measurement of the influence of media and product involvement on advertising effectiveness

Type Dissertation Project

Duration since Jan. 7, 2008

  • Institute for Marketing and Consumer Research IN (Details)


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  • Hofer, Natalie (Former researcher) Project Head


Book (monograph)

2010 Hofer, Natalie, Radler, Viktoria, Bermoser, Katharina. 2010. Wahrnehmung und Wirkung von TV-Spots - Eine Blickregistrierungsstudie. Wien: Facultas. (Details)