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The eyes have it: What do we see when we look at ads?
08-07-2007 · EurekAlert!How do consumers look at advertisements? Most marketing textbooks advance the theory that looking at ads is a predominantly "dumb process," driven by visual stimuli such as the size of the ad or the color of the text. However, new research by researchers from the Netherlands and the University of Michigan uses eye-tracking software to reveal that it may be our goals -- the tasks we have in mind -- that drive what we pay attention to, even during a few seconds of ad exposure.
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Keywords: eyes, look, ads, eye
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