Web advertisement effectiveness evaluation: Attention and memory

2018 ◽  
Vol 25 (1) ◽  
pp. 130-146 ◽  
Author(s):  
Shaojun Kong ◽  
Zhenfang Huang ◽  
Noel Scott ◽  
Zi’ang Zhang ◽  
Zhixiang Shen
Keyword(s):  
Experimental Design ◽  
Eye Tracking ◽  
Visual Stimuli ◽  
Effectiveness Evaluation ◽  
Attention And Memory ◽  
Product Price ◽  
Web Advertisement ◽  
Within Subjects ◽  
Hierarchy Of Effects ◽  
Recall Methods

Tourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness and interest of their experience. This study used eye-tracking and self-reported recall methods to investigate online tourism advertisement effectiveness based on the hierarchy of effects model. A within-subjects experimental design ( n = 30) was used to examine mock advertisements (stimuli) containing various combinations of image, text and product price. Results show that the advertisement containing both image and price was least effective, while the stimuli with text and price were most effective in capturing the respondent’s attention. Advertising consisting of image, text and price generated the best recall. There were significant differences in results based on gender, task and experience.

Experimental Design as a Retrieval Method for Assessing the Phenomenological Characteristics of Episodic Memories, Episodic Future Thoughts, and Episodic Counterfactual Thoughts

2020 ◽  
Author(s):  
Jared Branch
Keyword(s):  
Experimental Design ◽  
Effect Sizes ◽  
Retrieval Method ◽  
Future Studies ◽  
Within Subjects ◽  
Demand Effects ◽  
Episodic Memories ◽  
Theoretical Considerations

Studies assessing the phenomenological characteristics of episodic memories, episodic future thoughts, and episodic counterfactual thoughts normally utilize a within-subjects design. As such, there are concerns that the observed similarities in phenomenological characteristics are the result of demand effects or other related matters, rather than theoretical considerations. In this study, a within-subjects experimental design was directly compared with a between-subjects experimental design. In both conditions, participants responded to existing questionnaires used to assess phenomenological characteristics of episodic memories, episodic future thoughts, and episodic counterfactual thoughts. The within-subjects design resulted more often in significant findings and larger effect sizes compared to the between-subjects design. The implications for experimental design in future studies is discussed.

Motivating Exercise Through Social Media: Is a Picture Always Worth a Thousand Words?

2018 ◽  
Author(s):  
Caitlyn Johnston ◽  
William E. Davis
Keyword(s):  
Social Media ◽  
Individual Differences ◽  
Experimental Design ◽  
Health Behaviors ◽  
Media Content ◽  
Exercise Motivation ◽  
Positive Health ◽  
Content Type ◽  
Within Subjects

In the present study, we examined how the influence of exercise-related social media content on exercise motivation might differ across content type (with images vs. without images) and account type (individual vs. corporate). Using a 2 × 2 within-subjects experimental design, 229 participants viewed a series of 40 actual social media posts across the four conditions (individual posts with images, corporate posts with images, individual posts without images, and corporate posts without images) in a randomized order. Participants rated the extent to which they felt each social media post motivated them to exercise, would motivate others to exercise, and was posted for extrinsic reasons. Participants also completed other measures of individual differences including their own exercise motivation. Posts with images from individuals were more motivating than posts with images from corporations; however, corporate posts without images were more motivating than posts without images from individuals. Participants expected others to be similarly motivated by the stimuli, and perceived corporate posts as having been posted for more extrinsic reasons than individuals’ posts. These findings enhance our understanding of how social media may be used to promote positive health behaviors.

scholarly journals Experimental Design and the Reliability of Priming Effects: Reconsidering the "Train Wreck"

2018 ◽  
Author(s):  
Andrew M Rivers ◽  
Jeff Sherman
Keyword(s):  
Experimental Design ◽  
Statistical Power ◽  
Priming Effect ◽  
Experimental Designs ◽  
Social Psychological ◽  
Priming Effects ◽  
High Profile ◽  
Within Subjects

Failures to replicate high-profile priming effects have raised questions about the reliability of priming phenomena. Studies at the discussion’s center, labeled “social priming,” have been interpreted as a specific indictment of priming that is social in nature. However, “social priming” differs from other priming effects in multiple ways. The present research examines one important difference: whether effects have been demonstrated with within- or between-subjects experimental designs. To examine the significance of this feature, we assess the reliability of four well-known priming effects from the cognitive and social psychological literatures using both between- and within-subjects designs and analyses. All four priming effects are reliable when tested using a within-subjects approach. In contrast, only one priming effect reaches that statistical threshold when using a between-subjects approach. This demonstration serves as a salient illustration of the underappreciated importance of experimental design for statistical power, generally, and for the reliability of priming effects, specifically.

scholarly journals Saving Species in a Snap: On the Feasibility and Efficacy of Augmented Reality-based Wildlife Interactions for Biodiversity Conservation

2021 ◽  
Author(s):  
Daniel Pimentel
Keyword(s):  
Experimental Design ◽  
Augmented Reality ◽  
Biodiversity Conservation ◽  
Social Presence ◽  
Behavioral Intentions ◽  
Environmental Concern ◽  
Mobile Augmented Reality ◽  
Within Subjects ◽  
Environmental Interests

Abstract Interactions with wildlife can contribute to biodiversity conservation outcomes, though safety and accessibility considerations limit animal encounters from being a viable strategy. This investigation explores the feasibility of mobile augmented reality to facilitate interactions with wildlife and encourage biodversity conservation. A mobile augmented reality experience (Snapchat lens), titled “Penguin Rescue!”, was created to allow users to rehabilitate an oil-slicked virtual penguin. Study 1 distributed the lens globally to Snapchat users (N=63,605) who spent an average of 47 seconds rehabilitating the penguin; psychographic data showed pro-environmental interests were not associated with the lens’ use. Study 2 employed a within-subjects experimental design (N=80) to examine the effects of Penguin Rescue! on conservation outcomes. Results showed that the interaction increased connectedness with the species. Moreover, social presence and plausibility served as key mechanisms contributing to environmental concern and behavioral intentions. Overall, results clarify how biophilic interactions via augmented reality can benefit biodiversity conservation.

Outcome Assessment of a Writing-Skill Improvement Initiative: Results and Methodological Implications

2002 ◽  
Vol 17 (2) ◽  
pp. 123-148 ◽  
Author(s):  
Hollis Ashbaugh ◽  
Karla M. Johnstone ◽  
Terry D. Warfield
Keyword(s):  
Experimental Design ◽  
Outcome Assessment ◽  
Business Students ◽  
Writing Skills ◽  
Accounting Students ◽  
Writing Skill ◽  
Within Subjects ◽  
Skill Improvement ◽  
Insight Into ◽  
Over Time

This paper reports the outcome assessment of our accounting department's writing-skill improvement initiative. We employ complementary experimental designs to examine the effects of professionally relevant writing experiences on accounting students' writing-skill development. Using a between-subjects experimental design, we compare the writing skills of accounting students who participated in our writing initiative with the writing skills of other business students who did not participate. Using a within-subjects experimental design, we track improvements of accounting students' writing skills over time. Results from both outcome assessment methodologies indicate that accounting students' writing skills improve as students participate in our writing initiative. This paper provides insight into the features of a successful writing initiative and offers methodological suggestions for conducting outcome assessments of writing initiatives.

An Investigation of Tactile and Visual Stimuli in the Roadway Environment

1998 ◽  
Vol 87 (2) ◽  
pp. 387-394 ◽  
Author(s):  
Max A. Dixon ◽  
Julie A. Jacko
Keyword(s):  
Experimental Design ◽  
Visual Stimuli ◽  
International University ◽  
Florida International University ◽  
Pedestrian Crossing ◽  
The Relationship ◽  
Speed Humps

208 motorists were observed at Florida International University, in Miami, Florida as part of a study of the influence of speed humps on motorists' behavior at pedestrian crossings. It was hypothesized that the presence of a speed hump will affect motorists' behavior by compelling them either to yield or stop at a pedestrian crossing to enable a pedestrian to cross safely. A between-subjects experimental design was employed to measure motorists' reactions. Analysis indicated that the relationship is strong between drivers' behavior and the presence or absence of this roadway stimulus. There was also evidence that female drivers may take more precautionary actions than male drivers. This information is useful for roadway designers and traffic psychologists.

Mood State Response to Massage and Subsequent Exercise Performance

2005 ◽  
Vol 19 (3) ◽  
pp. 234-250 ◽  
Author(s):  
Dominic Micklewright ◽  
Murray Griffin ◽  
Valerie Gladwell ◽  
Ralph Beneke
Keyword(s):  
Experimental Design ◽  
Exercise Performance ◽  
Psychological Factors ◽  
Mood State ◽  
Mood Disturbance ◽  
Anaerobic Performance ◽  
State Response ◽  
Before And After ◽  
Within Subjects ◽  
The Relationship

A within subjects experimental design (N = 16) was used where participants performed a 30-s Wingate anaerobic cycling test (WAnT) after 30-min rest and after 30-min back massage. Mood State was measured before and after each intervention and after the WAnTs. No significant change in mood was detected following rest or massage. However, WAnT performance was better following massage compared to rest. Mood disturbance increased following the WAnT in both the rest and massage conditions. The results suggest that preperformance massage had no effect on mood state yet seemed to facilitate enhanced WAnT performance. The relationship between massage and anaerobic performance remains unclear, however is almost certainly mediated by preperformance psychological factors other than mood state.

Does Visual Fixation Affect Idea Fixation?

2019 ◽  
Vol 142 (3) ◽  
Author(s):  
E. Kwon ◽  
J. D. Ryan ◽  
A. Bazylak ◽  
L. H. Shu
Keyword(s):  
Eye Movements ◽  
Eye Tracking ◽  
Divergent Thinking ◽  
Visual Stimuli ◽  
Visual Fixation ◽  
Thinking Styles ◽  
Multiple Views ◽  
Memory And Attention ◽  
Creativity Research ◽  
New Ideas

Abstract Divergent thinking, an aspect of creativity, is often studied by measuring performance on the Alternative Uses Test (AUT). There is, however, a gap in creativity research concerning how visual stimuli on the AUT are perceived. Memory and attention researchers have used eye-tracking studies to reveal insights into how people think and how they perceive visual stimuli. Thus, the current work uses eye tracking to study how eye movements are related to creativity. Participants orally listed alternative uses for twelve objects, each visually presented for 2 min in four different views. Using eye tracking, we specifically explored where and for how long participants fixate their eyes at visual presentations of objects during the AUT. Eye movements before and while naming alternative uses were analyzed. Results revealed that naming new instances and categories of alternative uses correlated more strongly with visual fixation toward multiple views than toward single views of objects. Alternative uses in new, previously unnamed categories were also more likely named following increased visual fixation toward blank space. These and other findings reveal the cognitive-thinking styles and eye-movement behaviors associated with naming new ideas. Such findings may be applied to enhance divergent thinking during design.

Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory

2017 ◽  
Vol 34 (1) ◽  
pp. 1-10 ◽  
Author(s):  
Monica D. Hernandez ◽  
Yong Wang ◽  
Hong Sheng ◽  
Morris Kalliny ◽  
Michael Minor
Keyword(s):  
Eye Tracking ◽  
Design Methodology ◽  
Attention And Memory ◽  
Cognitive Responses ◽  
Tracking Data ◽  
Bias Effect ◽  
Content Type ◽  
Reading Direction ◽  
Feature Based ◽  
The Web

Purpose The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR). Design/methodology/approach Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers. Findings The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention. Originality/value The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.

Sign in / Sign up

Export Citation Format

Share Document