---
id: "entity-gordon-burtch"
type: "entity"
entityType: "person"
canonicalName: "Gordon Burtch"
aliases: []
source_timestamps: ["Byline", "¶7", "Author Bio"]
tags: ["authors", "researchers"]
related: ["claim-timing-content-equivalence", "entity-siddharth-bhattacharya", "entity-debashish-ghose"]
speakers: ["Gordon Burtch"]
sources: ["attention"]
isSpeakerEntity: true
---
## Segment 4 — attention

## Article 70 — a070

# Gordon Burtch

## Gordon Burtch

**Role in source:** Co-author of the research and the most senior academic on the byline.

**Profile:** Allen and Kelli Questrom Professor in Information Systems at Boston University's Questrom School of Business.

**Attributed contributions to this vault** (jointly authored with [[entity-siddharth-bhattacharya]] and [[entity-debashish-ghose]]):
- The eye-tracking-based equivalence result — [[claim-timing-content-equivalence]] — grounded in the methodology of [[prereq-eye-tracking-metrics]].
- The captive-model churn diagnosis — [[claim-captive-model-churn]].
- The failure conditions of content choice — [[claim-content-choice-failure-modes]].
- The strategic deployment framework — [[framework-ad-control-deployment]].
- Direct quotations: [[quote-cognitive-bandwidth]], [[quote-equivalence-of-choice]], [[quote-aligned-interests]].

**Canonical reference:** https://www.bu.edu/questrom/profile/gordon-burtch/