A comparison of two methods of measuring the attention-drawing power of magazine advertisements.

A total of 154 Ss viewed under tachistoscopic exposure the 45 pairs of 10 ads, and indicated which ad of each pair they would look at again. The mean number of preferences were correlated with two eye-camera measures (number of first looks and number of seconds spent looking.) The reliability of the paired-comparison tachistoscopic method was .99; it correlated .86 and .99 with the eye measures. "In situations where eye-movement photography could be used… the results… indicate that a considerable saving of time and energy can be effected by use of a… tachistoscopic presentation." (PsycINFO Database Record (c) 2010 APA, all rights reserved)