Volume 20, Issue 2 (Summer 2018)                   Advances in Cognitive Sciences 2018, 20(2): 31-39 | Back to browse issues page

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Hosseinabadi Sadeh D, Saeednia H, Steidl P, Heidarzadeh K. Using Chase vision theory of Yarbus in ads and its effect on memory. Advances in Cognitive Sciences 2018; 20 (2) :31-39
URL: http://icssjournal.ir/article-1-731-en.html
1- PhD student of Marketing management, Qazvin Islamic Azad University.
2- Associate Prof. Marketing management, North Tehran Islamic Azad University.
3- Business Management PhD at the University of Vienna, Austria, Senior Lecturer in Commerce, Graduate School of Management University of Adelaide.
4- Associate Prof. Marketing management, Science and Research Branch, Islamic Azad University, Tehran.
Abstract:   (3145 Views)
Introduction: Studies have shown that eye movement is effective on memory, and the visual path can open a window to the minds of marketers and for cognitive science. Method: In this study, due to the necessity of reviewing the psychology of seeing, using the Yarbus' vision tracking theory for a printed advertisement, along with the manipulation of this ad for testing, the vertical and horizontal visual paths of the memory of 20 people and its effect were examined through the "recalling after two weeks", the eye tracker of the scene. 
 Results: To conduct the research, the original advertisement was presented to 10 subjects and crafted advertisement to another 10 subjects. The findings were analyzed in the form of image processing with thermal, saccade, and fixation and opacity maps through using eye tracker and eye tracking quantitative data by employing minitab-17 software. Conclusion:The results showed that the vertical saccades are more effective in recalling the advertising brand than the horizontal saccades. This important finding, namely, the existence of the relationship between the average length of the saccade and the time of fixation with memory, can introduce a new indicator in advertising.
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Type of Study: Research | Subject: Special
Received: 2017/07/25 | Accepted: 2017/11/7 | Published: 2018/09/11

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