عنوان مقاله [English]
In the era of technology, modern marketing tools such as neuromarketing, are being used considerably in the recent studies. Particularly, when it comes to understand individual’s preferences in order to select products, services or even political candidates, neuromarketing has been a useful tool to evaluate individual’s preferences in developed countries. In addition, according to many investigations, considering thinking style of individuals can be the reliable predictor of individual’s decisions and behaviors. In this study, by using eye-tracking tool, researchers aimed to assess the impact of thinking style on visual attention of voters during observation of political advertisements. Based on previous researches, thinking style has had great influence on visual attention of individuals. The result of this study aligned with previous investigations and it demonstrates that intuitive thinking style leads in paying more visual attention to the pictures in comparison with the texts as well as paying more visual attention to candidate pictures as opposed to conceptual pictures. Meanwhile, rational thinking style leads in paying more visual attention to texts in comparison with pictures as well as paying more visual attention to the conceptual pictures than the candidate pictures.