ABSTRACT
Where do people look in print advertisements? This question has recently generated a fair amount of research activity to determine the factors that influence which aspects of an ad are salient in capturing a viewer’s attention (Goldberg, 1999; Pieters, Rosbergen, & Wedel, 1999; Pieters & Warlop, 1999; Pieters & Wedel, 2007; Radach, Lemmer, Vorstius, Heller, & Radach, 2003; Rayner, Miller, & Rotello, 2007; Rayner, Rotello, Stewart, Keir, & Duffy, 2001; Wedel & Pieters, 2000). Given that eye movement research has been so successful in illuminating how cognitive processes are influenced online in various information processing tasks such as reading, scene perception, and visual search (Rayner, 1978, 1998), such interest is not at all surprising. More recently, there have also been attempts to provide models of eye movement control in scanning advertisements (Liechty, Pieters, & Wedel, 2003; Reichle & Nelson, 2003).
