If you’ve ever enjoyed a message or advertisement, but were unable to fully express exactly why it was appealing, then you can see the value of JaeHwan Kwon’s research. Kwon, associate professor of marketing in Baylor’s Hankamer School of Business, utilizes eye-tracking technology to determine attention and physiological responses to messages. In this Baylor Connections, he examines the role of psychology and physiology in uncovering clues to what draws and keeps our attention.
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