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Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Puiu Nistoreanu

Nistoreanu, Puiu

,

and

Nov 29, 2019

Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising's Cover Image

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.

Nistoreanu, Puiu

Bucharest University of Economic StudiesRomania

Pelau, Corina

Bucharest University of Economic StudiesRomania

Lazar, Laura

Bucharest University of Economic StudiesRomania

Language:: English

Publication timeframe:: 1 times per year
Journal Subjects:: Business and Economics, Political Economics, Political Economics, other, Business Management, Business Management, other, Industrial Chemistry, Energy Harvesting and Conversion

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