Kroeber-Riel, Werner
January 1984
Advances in Consumer Research;1984, Vol. 11 Issue 1, p591
Academic Journal
In addition to the product, many ads present emotional pictorial elements. In an experiment, the effects of such pictorial elements are studied using also eye movement monitoring which serves to establish intervening cognitive responses occurring during the persuasion process. Eye movement monitoring informs on the extent of the effected cognitive activities. Furthermore, it indicates the selective information acquisition and processing and it delivers suggestions why product evaluation changes more or less strongly and which directions such changes take.


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