MKTG 322 Lecture Notes - Lecture 2: Peripheral Vision, Absolute Threshold, Railways Act 1921
15 Feb 2017
School
Department
Course
Professor
Document Summary
Create content people actually want to pay attention and share. O(cid:373)eti(cid:373)es people do(cid:374)"t al(cid:449)a(cid:455)s (cid:449)a(cid:374)t to pa(cid:455) atte(cid:374)tio(cid:374) How do we break through the clutter cont. Placement of a product: where do you want it, eye-le(cid:448)el (cid:271)ased o(cid:374) (cid:449)hat (cid:272)o(cid:374)su(cid:373)e(cid:396) (cid:455)ou"(cid:396)e ta(cid:396)geti(cid:374)g to. People tend to make their decisions in 3-7 seconds. Measuring value of point of purchase marketing with commercial eye-tracking data: visual lift (vl) incremental contribution to consideration of a product. Shining in the center: central gaze cascade effect on product choice. Ex) netflix people tend to look at the one in the middle: brands in horizontal center receive more visual attention and are more likely to be chosen. Left hemisphere: counting forming sentences, words. Right hemisphere: music, pictures, spatial info. Left vision processes in right hemisphere, right vision processes in left hemisphere: pictures on the left, words on the right. Ex) urinal have to look straight ahead (cid:862)wa(cid:374)t to (cid:271)e a fi(cid:396)e(cid:373)a(cid:374)? (cid:863)
