scholarly journals Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

2021 ◽  
Vol 16 (5) ◽  
pp. 1648-1666
Author(s):  
Diego Gómez-Carmona ◽  
Serafín Cruces-Montes ◽  
Pedro Pablo Marín-Dueñas ◽  
César Serrano-Domínguez ◽  
Alberto Paramio ◽  
...  
Keyword(s):  
Experimental Design ◽  
Eye Tracking ◽  
Virtual Environment ◽  
Visual Cues ◽  
Sensory Attributes ◽  
Visual Appeal ◽  
Click Through Rate

The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

scholarly journals Influence of ageing time on yield and texture of marinated chicken breast cooked using a continuous process

2014 ◽  
Vol 17 (1) ◽  
pp. 2-7
Author(s):  
Tais Colpo Sartori ◽  
Nelcindo Nascimento Terra
Keyword(s):  
Experimental Design ◽  
Sensory Analysis ◽  
Shear Force ◽  
Ageing Time ◽  
Continuous Process ◽  
Sensory Attributes ◽  
Cooking Loss ◽  
Holding Time ◽  
Chicken Breast

The objective of this study was to evaluate the influence of different ageing times before deboning (deboning time) and ageing times after deboning (holding time) on the quality (sensory attributes and texture) and cooking loss of chicken breast marinated, cooked and frozen using a continuous process.The following3² experimental design was used (3 deboning times: zero, 6 and 12 hours; and 3 holding times: zero, 12 and 24 hours). Brine absorption, chicken breast pH and cooking loss were evaluated, a sensory analysis was carried out and the shear force was determined. The deboning and holding times did not significantly influence brine absorption and pH, but did significantly influence cooking loss, where the lowest value obtained was a mean of 19.72% for deboning times of 6 or 12 hours and a holding time of 24 hours. A deboning time of 6 hours was sufficient to improve tenderness as measured by a sensory analysis and shear force determination.

An eye-tracking study of attention to visual cues in L2 listening tests

2020 ◽  
pp. 026553222095150
Author(s):  
Aaron Olaf Batty
Keyword(s):  
Eye Tracking ◽  
Visual Information ◽  
Visual Cues ◽  
Spoken Language ◽  
Emotional States ◽  
Human Communication ◽  
Listening Tests ◽  
Self Reports ◽  
Primary Difference ◽  
L2 Listening

Nonverbal and other visual cues are well established as a critical component of human communication. Under most circumstances, visual information is available to aid in the comprehension and interpretation of spoken language. Citing these facts, many L2 assessment researchers have studied video-mediated listening tests through score comparisons with audio tests, by measuring the amount of time spent watching, and by attempting to determine examinee viewing behavior through self-reports. However, the specific visual cues to which examinees attend have heretofore not been measured objectively. The present research employs eye-tracking methodology to determine the amounts of time 12 participants viewed specific visual cues on a six-item, video-mediated L2 listening test. Seventy-two scanpath-overlaid videos of viewing behavior were manually coded for visual cues at 0.10-second intervals. Cued retrospective interviews based on eye-tracking data provided reasons for the observed behaviors. Faces were found to occupy the majority (81.74%) of visual dwell time, with participants largely splitting their time between the speaker’s eyes and mouth. Detected gesture viewing was negligible. The reason given for most viewing behavior was determining characters’ emotional states. These findings suggest that the primary difference between audio- and video-mediated L2 listening tests of conversational content is the absence or presence of facial expressions.

Characteristics of Visual Fidelity in the Virtual Environment

1996 ◽  
Vol 5 (3) ◽  
pp. 330-345 ◽  
Author(s):  
Edward J. Rinalducci
Keyword(s):  
Visual System ◽  
Virtual Environments ◽  
Virtual Environment ◽  
Spatial Resolution ◽  
Visual Cues ◽  
Field Of View ◽  
Visual Characteristics ◽  
The Creation ◽  
Vertical Development ◽  
Visual Fidelity

This paper provides an overview of the literature on the visual system, placing special emphasis on those visual characteristics regarded as necessary to produce adequate visual fidelity in virtual environments. These visual cues apply to the creation of various virtual environments including those involving flying, driving, sailing, or walking. A variety of cues are examined, in particular, motion, color, stereopsis, pictorial and secondary cues, physiological cues, texture, vertical development, luminance, field-of-view, and spatial resolution. Conclusions and recommendations for research are also presented.

scholarly journals Eye tracking study of attention to print advertisements: Effects of typeface figuration

2016 ◽  
Vol 9 (5) ◽  
Author(s):  
Irma Puškarević ◽  
Uroš Nedeljković ◽  
Vladimir Dimovski ◽  
Klementina Možina
Keyword(s):  
Experimental Design ◽  
Eye Tracking ◽  
Specific Area ◽  
Cognitive Effort ◽  
Current Understanding ◽  
Objective Method ◽  
Print Advertisements ◽  
Rhetorical Figures ◽  
Subjective Method ◽  
Research Studies

The use of rhetorical figures has become a widely–accepted method for capturing attention and positively increasing cognitive effort in print advertisements. So far research studies mostly analyzed the effect of rhetorical figures in the written as well as pictorial elements of an ad. However, there have been few studies addressing the effect of rhetorical figuration in the specific area of typeface design. This study analyzes the effects of typeface figuration (i.e., regular vs. irregular stylization of the form) on attention and attitude of the viewers. The study also looks at how the effect of typeface figuration changes in relation to the type of a product (hedonistic vs. utilitarian) being advertised. Through the use of a 2 × 2 experimental design, the study measures data using a combination of eye tracking (an objective method) and attitude scaling (a subjective method). 65 volunteers participated in the study. The eye tracking results show that using rhetorical figures in typeface mainly affects attention of the viewers. We have also determined that they influence their attitude. Additionally, the study shows that a typeface and a type of products are correlated; it shows that the hedonistic type of products can benefit more from the figuration. In conclusion, our study builds on and expands the current understanding of the use of rhetorical figures by proving that there is a correlation between the use of rhetorical figures in typeface and viewers' attention, depending on the type of product being advertised.

Hotel virtual reality advertising: a presence-mediated model and gender effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaying Lyu ◽  
Xi Leung ◽  
Billy Bai ◽  
Marla Stafford
Keyword(s):  
Virtual Reality ◽  
Experimental Design ◽  
University Students ◽  
Virtual Environment ◽  
Design Methodology ◽  
Brand Attitude ◽  
Gender Effects ◽  
Advertising Research ◽  
Content Type ◽  
And Gender

Purpose This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects. Design/methodology/approach An experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group. Findings The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR. Originality/value This research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

Sign in / Sign up

Export Citation Format

Share Document