Copy Testing A particularly good example of analysis of eye move- ments over advertisements in the Yellow Pages is given by Lohse (1997). In this experiment, eye movement data was collected while consumers chose
Then, as I sat there, morosely chewing bits of stick, the recollection came back to me of certain fascinating advertisements I had spelled out in the papers--advertisements of great and happy men, owning big ships of tonnage running into four figures, who yet craved, to the extent of ...