Experience with an Eye Tracker in Visual Communication Evaluation
نویسنده
چکیده
A consumer who purchases a product no longer deals with a local shop keeper, but makes a direct selection from the shelves of a supermarket or from the pages of a catalogue. When he buys gas, he uses a self service gas pump and pays his purchase with a credit card to an automated cashier. As a large part of today's service industry relies less and less upon direct human interaction, there is an increasing need for objective tools to assess the effectiveness of these new communication modalities.
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