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Is it top-down or bottom-up? an evaluation of processes involved in salience and decision making utilising eye-tracking consumer neuroscience research
Consumers are exposed to vast amounts of visual stimuli on an everyday basis which, due to the brain's limited processing capacity results in insufficient allocation of attention. This can be seen in terms of product advertising as well as packaging including labelling. Bottom-up and top-down visual...
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| Format: | Thesis |
| Language: | English English |
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School of Management Studies
2025
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