Department of Management

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

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperEditorialResearchpeer-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.

Original languageEnglish
JournalJournal of Business Research
Pages (from-to)85-90
Number of pages6
Publication statusPublished - Apr 2020

    Research areas

  • Attention based marketing, Consumer psychology, Eye tracking, Marketing

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ID: 182299681