Visual Marketing: From Attention to Action

by Wedel; Michel

• ISBN13: 9780805862928
• ISBN10: 0805862927
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-09-19
• Publisher: Psychology Pres

Summary

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception, visual cognition and action and choice. The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take. Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.

Table of Contents

Preface	p. v
Contributors	p. vii
Series Foreword	p. ix
Introduction to Visual Marketing	p. 1
Eye Movements during Reading, Scene Perception, Visual Search, and While Looking at Print Advertisements	p. 9
Informativeness of Eye Movements for Visual Marketing: Six Cornerstones	p. 43
The Effect of Selecting and Ignoring on Liking	p. 73
Differentiating the Pictorial Element in Advertising: A Rhetorical Perspective	p. 91
Geometry in the Marketplace	p. 113
Are Visual Perceptual Biases Hard-Wired?	p. 143
Spatial Perception Research: An Integrative Review of Length, Area, Volume, and Number Perception	p. 167
Perhaps the Store Made You Purchase It: Toward an Understanding of Structural Aspects of Indoor Shopping Environments	p. 193
Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data	p. 225
Images and Preferences: A Feelings-As-Information Analysis	p. 259
Rethinking Visual Communication Research: Updating Old Constructs and Considering New Metaphors	p. 277
Index	p. 295
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