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Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory

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  • Pieters, Rik
  • Wedel, Michel

Abstract

In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.

Suggested Citation

  • Pieters, Rik & Wedel, Michel, 2020. "Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory," Journal of Business Research, Elsevier, vol. 111(C), pages 281-289.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:281-289
    DOI: 10.1016/j.jbusres.2018.11.031
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    References listed on IDEAS

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    1. Michel Wedel & Rik Pieters, 2000. "Eye Fixations on Advertisements and Memory for Brands: A Model and Findings," Marketing Science, INFORMS, vol. 19(4), pages 297-312, October.
    2. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    3. Rik Pieters & Michel Wedel, 2007. "Goal Control of Attention to Advertising: The Yarbus Implication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 224-233, June.
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    Cited by:

    1. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.

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