Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception

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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Bibliographic Details
Main Authors: Radovan Madlenak, Roman Chinoracky, Natalia Stalmasekova, Lucia Madlenakova
Format: Article
Language:English
Published: MDPI AG 2023-06-01
Series:Applied Sciences
Subjects:
eye tracking
outdoor advertising
car drivers’ perception
Online Access:https://www.mdpi.com/2076-3417/13/11/6808

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