Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising
Celebrity endorsement has been frequently used in advertising as consumers are attracted and tend to imitate the behavior of the star. In the past years, celebrities have been a frequent mean of attracting the attention of the consumer towards an advertising. In an era with an over-load of informati...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2019-05-01
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| Series: | Proceedings of the International Conference on Business Excellence |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/picbe-2019-0094 |