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The CONVISE project focuses on understanding consumer attention in marketing by integrating marketing and computer vision techniques. It aims to develop methods for measuring and predicting visual attention to optimize advertising effectiveness while ensuring consumer privacy.
In the attention economy, consumer attention is considered a finite, diminishing quantity acting as a currency where brands compete to attract and maintain.
Attention-Based Marketing is a relevant emerging subdiscipline of Marketing that studies consumer attention to understand and improve (visual) marketing stimuli, marketing effectiveness, and consumer behaviour by uncovering the fundamental interconnections between attention and action.
Three main challenges in this area include how to: a) ef…
UNIVERSITEIT ANTWERPEN
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