Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements

Natalie Hofer, Günter Schweiger

Publication: Contribution to conferenceConference poster


To learn how Yellow Pages ads capture consumers’ attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.
Original languageEnglish
Publication statusPublished - 1 Dec 2008

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502020 Market research
  • 101018 Statistics
  • 502019 Marketing

Cite this