Contributions to attention based marketing: Foundations, insights, and challenges

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisLederpeer review

This special issue compiles a set of cutting-edge articles that use eye tracking methodology to address unresolved problems in Attention Based Marketing (ABM). Understanding consumers’ attention, how it influences their behavior, and how to win the competition for attention are the main goals of ABM. We define ABM as a discipline, outline its theoretical and methodological foundations, summarize insights provided by this special issue, and discuss open challenges and research questions.

OriginalsprogEngelsk
TidsskriftJournal of Business Research
Vol/bind111
Sider (fra-til)85-90
Antal sider6
ISSN0148-2963
DOI
StatusUdgivet - apr. 2020

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