Much marketing activity is devoted to capturing, retaining and guiding consumers’ visual attention, by means of advertising, product design, store- and web layout and so on. Yet, surprising little is known about the process of visual attention to these complex visual marketing stimuli, and even less about its specific determinants and consequences.
In an upcoming at the John Molson School of Business, Rik Pieters, a marketing professor at the Tilburg School of Economics and Management of Tilburg University in the Netherlands, will explore visual attention to advertising.
The lecture will also provide an overview of recent developments in eye-movement research, and conclude with speculations about future applications of eye-tracking.
When: Tuesday, April 15, from 10:30 a.m. to 12:30 p.m. Where: Room MB-6.260, John Molson School of Business Building (1450 Guy St.), Sir George Williams Campus
Pieters’ research is concerned with attention and memory processes in marketing communication, and the role of emotions in consumer decision making. He believes that common ideas about consumers’ attention to advertising are misguided because they are based on verbal self-reports, memory measures and introspection. These, he claims, systematically deviate from actual visual attention patterns. Pieters will describe ten general findings from his research, and discuss how these might inform managerial decision-making and potentially lead to new marketing and consumer behaviour research.
This event is presented by the John Molson School of Business’ Centre for Multidisciplinary Behavioural Business, the Laboratory for Sensory Research, and the Concordia Vision Labs.