USING CHASE VISION THEORY OF YARBUS IN ADS AND ITS EFFECT ON MEMORY

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

HOSSEINABADI SADEH DAVOUD; SAEEDNIA HAMIDREZA; STEIDL PETER; HEIDARZADEH KAMBIZ

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: ADVANCES IN COGNITIVE SCIENCE Year:2018 | Volume:20 | Issue:2 Page(s): 31-39

Download Full-Text

Persian Verion

View:

710

Download:

Cites:

Information Journal Paper

Title

USING CHASE VISION THEORY OF YARBUS IN ADS AND ITS EFFECT ON MEMORY

Author(s)

HOSSEINABADI SADEH DAVOUD | SAEEDNIA HAMIDREZA | STEIDL PETER | HEIDARZADEH KAMBIZ | Issue Writer Certificate

Keywords

ADVERTISINGQ1

YARBUS THEORYQ1

MEMORYQ2

EYE TRACKERQ1

Abstract

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.

Cites

No record.

References

No record.

Cite

APA: Copy

HOSSEINABADI SADEH, DAVOUD, SAEEDNIA, HAMIDREZA, STEIDL, PETER, & HEIDARZADEH, KAMBIZ. (2018). USING CHASE VISION THEORY OF YARBUS IN ADS AND ITS EFFECT ON MEMORY. ADVANCES IN COGNITIVE SCIENCE, 20(2 ), 31-39. SID. https://sid.ir/paper/83067/en

Vancouver: Copy

HOSSEINABADI SADEH DAVOUD, SAEEDNIA HAMIDREZA, STEIDL PETER, HEIDARZADEH KAMBIZ. USING CHASE VISION THEORY OF YARBUS IN ADS AND ITS EFFECT ON MEMORY. ADVANCES IN COGNITIVE SCIENCE[Internet]. 2018;20(2 ):31-39. Available from: https://sid.ir/paper/83067/en

IEEE: Copy

DAVOUD HOSSEINABADI SADEH, HAMIDREZA SAEEDNIA, PETER STEIDL, and KAMBIZ HEIDARZADEH, “USING CHASE VISION THEORY OF YARBUS IN ADS AND ITS EFFECT ON MEMORY,” ADVANCES IN COGNITIVE SCIENCE, vol. 20, no. 2 , pp. 31–39, 2018, [Online]. Available: https://sid.ir/paper/83067/en

Related Journal Papers