Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception

This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. research combines questionnaire inquiry and A/B testing assess conscious subconscious effects decisions. The findings this have important implications for businesses providing spaces, as well those a form advertisement. Additionally, provides insights into role transportation background how it influences relation advertising.