Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making
A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons a...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Tehran
2020-12-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_78407_2be9ae5426943321f0f86c0f475a71f8.pdf |
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