Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Glance Duration

Chapter 157
Encyclopedia of Organizational Knowledge, Administration, and Technology
The sum of all fixations and saccades between and within the AOI, including the duration of the initial saccade entering the AOI.
Published in Chapter:
Eye Tracker Technology in Sports Sponsorship Research
Ho Keat Leng (Nanyang Technological University, Singapore) and Philip Phua (Nanyang Technological University, Singapore)
Copyright: © 2021 |Pages: 8
DOI: 10.4018/978-1-7998-3473-1.ch157
Abstract
Sports sponsorship is a common marketing strategy for many commercial organisations. There has been an interest in examining the effectiveness of this strategy particularly in terms of the recall rate of sponsored brands. In recent years, eye trackers have been employed to provide deeper insights in sports sponsorship research. The aim of this paper is to provide an overview of the potential contributions and methodological challenges in the use of eye trackers in sports sponsorship research. The paper will conclude with a discussion on the future directions of sports sponsorship research.
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR