Eye Movements in the Processing of Print Advertisements

The Mind's Eye: Cognitive and Applied Aspects of Eye Movement Research

Volumn , Issue , 2003, Pages 609-632

  Radach, Ralph ^a   Lemmer, Stefanie ^a   Vorstius, Christian ^a   Heller, Dieter ^a   Radach, Karina ^b  

^a RWTH AACHEN UNIVERSITY   (Germany)

^b Power and Radach Advertising and Web Design Inc   (Germany)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84942516593     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.1016/B978-044451020-4/50032-3     Document Type: Chapter

References (58)

1. Allport A.D. Attention and control: Have we been asking the wrong questions? A critical review of twenty-five years. Attention and Performance XIV: Synergies in Experimental Psychology, Artificial Intelligence., and Cognitive Neuroscience 1992, MIT Press, Cambridge, MA. D.E. Meyer, S.M. Kornblum (Eds.).
2. Baddeley A.D. The trouble with levels: A reexamination of Craik and Lockhart's framework for memory research. Psychological Review 1978, 85(34):139-152.
3. Biel A.L. Likeability-Why advertising that is well liked sells well. How Advertising Works The Role of Research 1998, Sage Publications, Thousand Oaks, London, New Dehli. J.P. Jones (Ed.).
4. Blanchard H.E. A comparison of some processing time measures based on eye movements. Acta Psychologica 1985, 58:1-15.
5. Bogart L., Tolley B.S. The search for information in newspaper advertising. Journal of Advertising Research 1983, 9-19.
6. Broadbent D.E. Decision and stress 1971, Academic Press, London.
7. Carroll P.J., Young J.R., Guertin M.S. Visual analysis of cartoons: A view from the far side. Eye Movements and Visual Cognition: Scene Perception and Reading 1992, 444-461. Springer-Verlag, New York. K. Rayner (Ed.).
8. Craik F.I., Lockhart R.S. Levels of processing: A framework for memory research. Journal of Verbal Learning and Verbal Behaviour 1972, 11:671-684.
9. De Graef P. Scene-context effects and models of real-world perception. Eye Movements and Visual Cognition: Scene Perception and Reading 1992, 243-259. Springer Verlag, New York. K. Rayner (Ed.).
10. Edell J.E., Staelin R. The information processing of pictures. The Journal of Consumer Research 1983, 10:45-61.
11. Fleming M.L., Sheikhian M. Influence of pictorial attributes on recognition memory. AV Communication Review 1972, 20:423-441.
12. Greenwald A.G., Leavitt C. Audience involvement in advertising: Four levels. Journal of Consumer Research 1984, 11:581-592.
13. Groner R. Hypothesen im Denkprozess 1978, Huber, Bern.
14. Haley R.J. Final report of the ARF copy research validity project. New York: Advertising Research Foundation Copy Research Workshop 1990.
15. Hansen F. Recent developments in the measurement of advertising effectiveness: The third generation. Marketing and Research Today 1995, 23(November):259-269.
16. Hegarty M. The mechanics of comprehension and comprehension of mechanics. Eye Movements and Visual Cognition: Scene Perception and Reading 1992, 428-443. Springer-Verlag, New York. K. Rayner (Ed.).
17. Hornik J. Quantitative analysis of visual perception of printed advertisements. Journal of Advertising Research 1980, 20(6):41-48.
18. Hyönä J., Munoz D., Heide W., Radach R. The Brain's Eye: Neurobiological and Clinical Aspects of Oculomotor Research 2002, Elsevier Science, Amsterdam.
19. Inhoff A.W., Radach R. Definition and computation of oculomotor measures in the study of cognitive processes. Eye Guidance in Reading and Scene Perception 1998, 29-53. Elsevier, Oxford. G. Underwood (Ed.).
20. Intraub H. The role of implicit naming in pictorial encoding. Journal of Experimental Psychology: Human Learning and Memory 1979, 5:78-87.
21. Janiszewski C. Preattentive Mere Exposure Effects. Journal of Consumer Research 1993, 20(December):376-392.
22. Janiszewski C., Warlop L. The influence of classical conditioning procedures on subsequent attention to the conditioned brand. Journal of Consumer Research 1993, 20:171-189.
23. Just M.A., Carpenter P.A. A theory of reading: From eye fixations to comprehension. Psychological Review 1980, 87:329-354.
24. Kahneman D. Attention and Effort 1973, Prentice Hall, Englewood Cliffs, NJ.
25. Kiss T., Wettig H. Die Anzeigenwirkung in Abhängigkeit von Wirkungsfaktoren der Zeitschriften. European Society for Opinion and Marketing Research 1972, 101-139.
26. Kroeber-Riel W. Activation research: Psychobiological approaches in consumer research. Journal of Consumer Research 1979, 5:240-250.
27. Kroeber-Riel W. Effect of emotional pictorial elements in ads analyzed by means of eye movement, monitoring. Advances in Consumer Research 1984, Vol. 11:591-596. Association for Consumer Research, Provo, UT. T.C. Kinnear (Ed.).
28. Krugman H.E. Processes underlying exposure to advertising. American Psychologist 1968, 23:245-253.
29. Krugman D.M., Fox R.J., Fletcher J.E., Fischer P.M., Rojas T.H. Do adolescents attend to warnings in cigarette advertising? An eye-tracking approach. Journal of Advertising Research 1994, November/December:39-52.
30. Lewis St.E. The Psychology of Selling and Advertising 1925, McGraw-Hill, London. E.K.J. Strong (Ed.).
31. Lohse G.L. Consumer eye movement patterns on yellow pages advertising. Journal of Advertising 1997, XXVI(1):61-73.
32. MacInnis D.J., Jaworski B.J. Information processing from advertisements: Toward an integrative framework. Journal of Marketing 1989, 53(October):1-23.
33. MacInnis D.J., Jaworski B.J., Moorman C. Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads. Journal of Marketing 1991, 55:32-53.
34. McConkie G.W. Evaluating and reporting data quality in eye movement research. Behaviour Research Methods & Instrumentation 1981, 13:97-106.
35. Nodine C.F., Kundel H.L., Polikoff J.B., Toto L.C. Eye Movement Research. Physiological and Psychological Aspects 1987, 349-363. Hogrefe, Göttingen. G. Lüer, U. Lass, J. Shallo-Hoffmann (Eds.).
36. O'Regan J.K., Levy-Schoen A. Eye movement strategy and tactics in word recognition and reading. Attention and Performance XII: The Psychology of Reading 1987, 363-383. Erlbaum, Hillsdale, NJ. M. Coltheart (Ed.).
37. Potter M.C., Levy E.I. Recognition memory for a rapid sequence of pictures. Journal of Experimental Psychology 1969, 81:10-15.
38. Radach R., Inhoff A.W., Heller D. The role of attention in normal reading. Basic Mechanisms of Language and Language Disorders 2002, Kluwer, Dordrecht. E. Witruk, A. Friederici, T. Lachmann (Eds.).
39. Rayner K., Kambe G., Duffy S.A. The effect of clause wrap-up on eye movements during reading. Quarterly Journal of Experimental Psychology 2000, 53:1061-1080.
40. Rayner K., Rotello C.M., Stewart A.J., Keir J., Duffy S.A. Integrating text and pictorial information: Eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied 2001, 7(3):219-226.
41. Reid L.N., Soley L.C. Decorative models and the readership of magazine ads. Journal of Advertising Research 1983, 23(April):27-32.
42. Robinson E.J. How an advertisement's size affects responses to it. Journal of Advertising Research 1963, 3(December):16-24.
43. Rosbergen E. Assessing visual attention to print advertising through statistical analysis of eye-movement data 1998, Labyrint Publication, Capelle a/d IJssel.
44. Rosbergen E., Pieters R., Wedel M. Visual attention to advertising: A segmentlevel analysis. Journal of Consumer Research 1997, 24(December):305-314.
45. Rossiter J. Predicting Starch Scores. Journal of Advertising Research 1981, 21(5):63-68.
46. Rossiter J.R. The increase in magazine ad readership. Journal of Advertising Research 1988, 28:35-39.
47. Rossiter J.R., Percy L. Visual communidation in advertising. Information Processing Research in Advertising 1983, Erlbaum, Hillsdale, NJ. R.J. Harris (Ed.).
48. Saegert J. A demonstration of levels of processing theory in memory for advertisements. Advances in Consumer Research 1978, Vol. 6. Association for Consumer Research, Ann Arbor, MI. W.L. Wilkie (Ed.).
49. Saegert J., Young R.K. Levels of processing and memory for advertisements. Advertising and Consumer Psychology 1984, Lexington Books, Lexington MA, Toronto. L. Percy, A.G. Woodside (Eds.).
50. Schindler P.S. Color and contrast in magazine advertising. Psychology and Marketing 1986, 3(Summer):69-78.
51. Shepard R.N. Recognition memory for words, sentences, and pictures. Journal of Verbal Learning and Verbal Behavior 1967, 6:156-163.
52. Stapel J. Recall and recognition: A very close relationship. Journal of Advertising Research 1998, July/August:41-45.
53. Starch D. Measuring advertising readership and results 1966, McGraw-Hill, New York.
54. Strong E.K. The Psychology of Selling and Advertising 1925, McGraw Hill, London.
55. Thorson E., Rothschild M.L. Recognition and recall of commercials: Prediction from a text-comprehension analysis of commercial scripts. Advertising and Consumer Psychology 1984, Lexington Books, Lexington, MA, Toronto. L. Percy, A.G. Woodside (Eds.).
56. Treistman Joan, John P.Gregg Visual, Verbal, and Sales Responses to Print Ads. Journal of Advertising Research 1979, 19(4):41-47.
57. Valiente R. Mechanical correlates of ad recognition. Journal of Advertising Research 1973, 13:13-18.
58. Von Keitz B. Eye movement research: Do consumers use the information they are offered?. European Research 1988, 16(November):217-224.