Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception
This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor adv...
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| Hauptverfasser: | , , , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
MDPI AG
2023-06-01
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| Schriftenreihe: | Applied Sciences |
| Schlagworte: | |
| Online-Zugang: | https://www.mdpi.com/2076-3417/13/11/6808 |
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