An eye-tracking system that records eye movements from a distance and which are mounted close to a screen. They allow the participants to rest in front of the device without any kind of attachment.
Published in Chapter:
Exploring the Effectiveness of Storytelling in Advertising Through Eye-Tracking
Luis-Alberto Casado-Aranda (University of Granada, Spain),
Juan Sánchez-Fernández (University of Granada, Spain), and Arminda Paço (Universidade da Beira Interior, Portugal)
Copyright: © 2021
|Pages: 22
DOI: 10.4018/978-1-7998-6605-3.ch009
Abstract
From a marketing perspective, storytelling involves creating, through advertising and communication strategies, an image of the company, brand, and products that makes it different from the competition. Advertising literature has shown that good stories have a way of inspiring, entertaining, explaining, and convincing, and can engage the emotional, attentional, and cognitive schemes of the customers. This is the first research that defines and makes an overview of the evolution of eye-tracking systems in the field of advertising which employs storytelling techniques. Particularly, the current chapter identifies the evolution of topics and relations between them, within the field of advertising research. The current study, therefore, advances an agenda for future research and constitutes a starting point for academics and professionals working in the field of advertising who intend to resort to eye-tracking techniques.