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Proceedings of the International Conference on Business Excellence
Volume 13 (2019): Issue 1 (May 2019)
Open Access
Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising
Puiu Nistoreanu
Puiu Nistoreanu
,
Corina Pelau
Corina Pelau
and
Laura Lazar
Laura Lazar
| Nov 29, 2019
Proceedings of the International Conference on Business Excellence
Volume 13 (2019): Issue 1 (May 2019)
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Published Online:
Nov 29, 2019
Page range:
1079 - 1086
DOI:
https://doi.org/10.2478/picbe-2019-0094
Keywords
celebrity endorsement
,
consumer
,
advertising
,
attention
,
eye-tracking
,
neuroscience
© 2019 Puiu Nistoreanu et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Puiu Nistoreanu
Bucharest University of Economic Studies,
Romania
Corina Pelau
Bucharest University of Economic Studies,
Romania
Laura Lazar
Bucharest University of Economic Studies,
Romania