Consumer Eye Movement Patterns on Yellow Pages Advertising

  title={Consumer Eye Movement Patterns on Yellow Pages Advertising},
  author={Gerald L. Lohse},
  journal={Journal of Advertising},
  • G. Lohse
  • Published 1 March 1997
  • Business
  • Journal of Advertising
Abstract Process tracing data help researchers understand how yellow pages advertisement characteristics influence consumer information processing behavior. In a laboratory experiment eye movement data were collected while consumers chose businesses from telephone directories. Consumers scan listings in alphabetic order. Their scan is not exhaustive. As a result, some ads are never seen. Consumers noticed more than 93% of the quarter-page display ads but only 26% of the plain listings. They… 

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