Visual Marketing: What to See and How to be Seen

Abstract

Motivated from decreasing human attention spans and the rapidly growing popularity of visual marketing, the speaker will review the basics of eye movement research and present ten key findings on the effectiveness of visual marketing. He will conclude with an outlook for the future and describe exciting new developments.

About the speaker

Prof. Michel Wedel received his PhD in Marketing from the University of Wageningen in the Netherlands in 1990. He then joined the Department of Economics in the University of Groningen as a Professor of Marketing Research and Market Structure Analysis. In 2002, he moved to the University of Michigan as the Dwight F. Benton Chaired Professor of Marketing until 2006. He is currently the PepsiCo Chaired Professor of Consumer Science and the Distinguished University Professor of Marketing at the University of Maryland.

Prof. Wedel’s main research interest is in Consumer Science: the application of statistical and econometric methods to further the understanding of consumer behavior and to improve marketing decision making. Much of his recent work has measured the effectiveness of visual marketing using eye-tracking technology. He is the Area Editor of Journal of Marketing, Journal of Marketing Research and Marketing Science.

Prof. Wedel received the Hendrik Muller award from the Royal Netherlands Academy for the Sciences in 2005, the Gilbert A. Churchill award from the American Marketing Association in 2008, and the Charles C. Parlin Marketing Research Award from the American Marketing Association in 2016. He was elected a Fellow of the American Statistical Association in 2011 and of the Institute for Operations Research and Management Science (INFORMS) Society for Marketing Science in 2012. He has also been an elected US Correspondent of the Royal Netherlands Academy of Arts and Sciences since 2006.