La investigación sobre la atención durante el consumo de televisión: Avances actuales y retos futuros

Abstract

This article reviews how the study of attention to television has been addressed, the theoretical models applied, and the main developments to date. The key challenges for research on this topic are also outlined, both from the perspective of the expansion and improvement of the theoretical models available today, as well as from the point of view of their industrial application, specifically in the field of neuromarketing.