Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad

2018 ◽  
Vol 38 (1) ◽  
pp. 154-170 ◽  
Author(s):  
Ivan A. Guitart ◽  
Guillaume Hervet ◽  
Diogo Hildebrand
Keyword(s):  
Eye Tracking ◽  
Banner Ads ◽  
The Impact

scholarly journals Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

2019 ◽  
Vol 32 (2) ◽  
pp. 161-179
Author(s):  
Patrícia Monteiro ◽  
João Guerreiro ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Monitoring Method ◽  
Content Type ◽  
Quality Perceptions ◽  
Consumption Situation ◽  
The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

scholarly journals Mini-Map for Gamers Who Walk and Teleport in a Virtual Stronghold

2021 ◽  
Vol 10 (2) ◽  
pp. 96 ◽  
Author(s):  
Krzysztof Zagata ◽  
Jacek Gulij ◽  
Łukasz Halik ◽  
Beata Medyńska-Gulij
Keyword(s):  
Eye Tracking ◽  
Multimedia Cartography ◽  
Examination Time ◽  
Map Design ◽  
New Perspective ◽  
A Minor ◽  
The Impact

Studies of the effectiveness of multimedia cartography products may include mini-map design for navigation. In this study, we have touched upon designing gameplay to indicate the impact of the mini-map on the time effectiveness of a player that can walk or teleport himself/herself along marked out points in virtual topographic space. The eye-tracking examination of gamers’ effectiveness in a non-complex game of collecting coins in a reconstructed stronghold on the holm provided us with a new perspective on the role of mini-maps. The more time gamers took to examine the mini-map, the more time they needed to finish the game, thus decreasing their effectiveness. The teleporting gamers had significantly higher time effectiveness than walking gamers, however, the data obtained showed only a minor difference between the proportions of the mini-map examination time to the total game time for walking and teleportation.

scholarly journals The Impact of Animated Banner Ads on Online Consumers: A Feature-Level Analysis Using Eye Tracking

2021 ◽  
Vol 22 (1) ◽  
pp. 204-245
Author(s):  
Weiyin Hong ◽  
◽  
Muller Y. M. Cheung ◽  
James Thong ◽  
◽  
...  
Keyword(s):  
Eye Tracking ◽  
Banner Ads ◽  
Online Consumers ◽  
The Impact ◽  
Level Analysis

scholarly journals The influence of banner position and user experience on recall. The mediating role of visual attention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francisco Muñoz-Leiva ◽  
Luís Miguel Faísca ◽  
Célia M.Q. Ramos ◽  
Marisol B. Correia ◽  
Carlos M.R. Sousa ◽  
...  
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Hospitality Management ◽  
Attention And Memory ◽  
Content Type ◽  
Mediating Role ◽  
Internet Users ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience. Design/methodology/approach An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users. Findings The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention. Practical implications The paper draws several implications for the marketing literature, hospitality management and society in general. Originality/value The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.

An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing

2019 ◽  
Vol 56 (3) ◽  
pp. 401-418 ◽  
Author(s):  
Navdeep S. Sahni ◽  
Sridhar Narayanan ◽  
Kirthi Kalyanam
Keyword(s):  
Experimental Investigation ◽  
Large Scale ◽  
Online Advertising ◽  
Low Cost ◽  
Home Improvement ◽  
Randomized Field Experiment ◽  
Banner Ads ◽  
The Impact ◽  
Over Time

In collaboration with an online seller of home-improvement products, the authors conduct a large-scale randomized field experiment to study the effects of retargeted advertising, a form of internet advertising in which banner ads are displayed to users after they visit the advertiser’s website. They find that switching on experimental retargeting causes 14.6% more users to return to the website within four weeks. The impact of retargeting decreases as the time since the consumer first visited the website increases—indeed, 33% of the effect of the first week’s advertising occurs on the first day. Furthermore, the authors find evidence of the existence of complementarities in advertising over time: the effect of advertising in week 2 of the campaign is higher when the user was assigned to a nonzero level of advertising in week 1. The authors discuss mechanisms that can explain their findings and demonstrate a novel low-cost method that can be applied generally to conduct valid online advertising experiments.

Intergroup Threat and Outgroup Attitudes

2013 ◽  
Vol 44 (5) ◽  
pp. 311-319 ◽  
Author(s):  
Marco Brambilla ◽  
David A. Butz
Keyword(s):  
Gay Men ◽  
Social Group ◽  
Welfare Recipients ◽  
Intergroup Attitudes ◽  
Social Policies ◽  
Intergroup Threat ◽  
Economic Threat ◽  
The Impact ◽  
General Climate

Two studies examined the impact of macrolevel symbolic threat on intergroup attitudes. In Study 1 (N = 71), participants exposed to a macrosymbolic threat (vs. nonsymbolic threat and neutral topic) reported less support toward social policies concerning gay men, an outgroup whose stereotypes implies a threat to values, but not toward welfare recipients, a social group whose stereotypes do not imply a threat to values. Study 2 (N = 78) showed that, whereas macrolevel symbolic threat led to less favorable attitudes toward gay men, macroeconomic threat led to less favorable attitudes toward Asians, an outgroup whose stereotypes imply an economic threat. These findings are discussed in terms of their implications for understanding the role of a general climate of threat in shaping intergroup attitudes.

Sign in / Sign up

Export Citation Format

Share Document