Mona Salarifar

[ 1 ] - Visual attention to the Logos of Popular and Unknown Brands: An Eye-tracking Study during Decision-making

A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to t...