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  • Article

Visual Attention to Powerful Postures: People Avert Their Gaze from Nonverbal Dominance Displays

By: Elise Holland, Elizabeth Baily Wolf, Christine Looser and Amy Cuddy
This paper investigates whether humans avert their gaze from individuals engaging in nonverbal displays of dominance. Although past studies demonstrate that both humans and nonhuman primates direct more visual attention to high-status others than low-status others,... View Details
Keywords: Nonverbal Behavior; Eye-tracking; Dominance; Nonverbal Communication; Interpersonal Communication; Power and Influence
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  • Article

Consumer Neuroscience: Advances in Understanding Consumer Psychology

By: Uma R. Karmarkar and Carolyn Yoon
While the study of consumer behavior has been enriched by improved abilities to generate new insights, many of the mechanisms underlying judgments and decision making remain difficult to investigate. In this review, we highlight some of the ways in which our... View Details
Keywords: Consumer Neuroscience; Neuroscience; Neuroeconomics; Consumer Psychology; Customer Behavior; Predictive Analytics; Neural Prediction; Neuroimaging; fMRI; Eye-tracking; Consumer Behavior; Marketing
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  • 11 Apr 2012
  • News

The New Science of Viral Ads

  • 24 May 2013
  • News

Four Lean Advertising Campaigns That Went Viral

  • March 2012
  • Article

The New Science of Viral Ads

By: Thales Teixeira
It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details
Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment
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  • March 2021
  • Article

The Crowd Emotion Amplification Effect

By: Amit Goldenberg, Erika Weisz, Timothy D. Sweeney, Mina Cikara and James Gross
How do people go about reading a room or taking the temperature of a crowd? When people catch a brief glimpse of an array of faces, they can only focus their attention on some of the faces. We propose that perceivers preferentially attend to faces exhibiting strong... View Details
Keywords: Crowds; Social Cognition; Intergroup Dynamics; Emotions; Perception; Judgments; Analysis
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  • 30 Aug 2011
  • First Look

First Look: August 30

  PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage emotion and attention to engage... View Details
Keywords: Sean Silverthorne
  • 07 Jun 2010
  • Research & Ideas

Improving Brand Recognition in TV Ads

zap a commercial. We observe at the microsecond level what causes people to get 'ticked off,' stop watching, and press the button." The Eyes Have It Teixeira learned of eye-tracking technology as a Ph.D. student at the University of... View Details
Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation
  • 09 Feb 2012
  • Sharpening Your Skills

Sharpening Your Skills: Online Marketing

the viewers' emotional response with the help of eye-tracking technology combined with facial expression analysis software. Evoking surprise proved to be the most effective way of capturing attention, while evoking joy was the most... View Details
Keywords: Re: Multiple Faculty; Technology
  • 12 Oct 2011
  • Research & Ideas

Creating Online Ads We Want to Watch

don't notice it, but we only have visual information when the eye is fairly fixed." Combining the expression data with the eye-tracking data yielded important results. "We found that people's attention patterns on-screen were different... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 11 Feb 2013
  • Research & Ideas

Neuroeconomics: Eyes, Brain, Business

is using eye-tracking software to monitor participants' viewing patterns as they look at pictures and short movie clips. Almost without fail, they look at faces before their eyes go anywhere else—even if the faces are inanimate, Looser... View Details
Keywords: by Carmen Nobel
  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

at any time. Researchers collaborating with Teixeira then measured the participants' emotional responses with a combination of eye-tracking technology and facial expression analysis software. Click to watch. The data showed that evoking... View Details
Keywords: by Carmen Nobel; Advertising
  • 31 May 2016
  • First Look

May 31, 2016

pounding). In two experiments, participants were eye-tracked while viewing photographs of men and women adopting either dominant, high-power (i.e., expansive and open) or submissive, low-power (i.e., contractive and closed) nonverbal... View Details
Keywords: Sean Silverthorne
  • 06 Mar 2012
  • First Look

First Look: March 6

advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal... View Details
Keywords: Sean Silverthorne
  • 01 Dec 2012
  • News

From Where We Stand

odds and get better. (Editor's note: Wang suffered a stem cell stroke in 2010 and is a quadriplegic mute with "locked-in syndrome." She uses eye-tracking technology to communicate by computer and to operate a motorized wheelchair. Wang... View Details