scholarly journals HOW ADVERTISING AVOIDANCE AFFECTS VISUAL ATTENTION AND MEMORY OF ADVERTISEMENTS

2021 ◽  
Vol 22 (3) ◽  
pp. 656-674
Author(s):  
Lucian-Florin Onișor ◽  
Daniela Ioniță
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Corporate Branding ◽  
Online Advertising ◽  
Additional Research ◽  
Attention And Memory ◽  
Corporate Brand ◽  
Holistic View ◽  
Advertising Avoidance

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.

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.

scholarly journals Visual Attention Software: A New Tool for Understanding the “Subliminal” Experience of the Built Environment

2021 ◽  
Vol 11 (13) ◽  
pp. 6197
Author(s):  
Alexandros A. Lavdas ◽  
Nikos A. Salingaros ◽  
Ann Sussman
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Wearable Sensors ◽  
Computer Gaming ◽  
Geometric Patterns ◽  
Relative Design ◽  
Fixation Points ◽  
High Degree ◽  
Artificial Intelligence Application ◽  
Intelligence Application

Eye-tracking technology is a biometric tool that has found many commercial and research applications. The recent advent of affordable wearable sensors has considerably expanded the range of these possibilities to fields such as computer gaming, education, entertainment, health, neuromarketing, psychology, etc. The Visual Attention Software by 3M (3M-VAS) is an artificial intelligence application that was formulated using experimental data from eye-tracking. It can be used to predict viewer reactions to images, generating fixation point probability maps and fixation point sequence estimations, thus revealing pre-attentive processing of visual stimuli with a very high degree of accuracy. We have used 3M-VAS software in an innovative implementation to analyze images of different buildings, either in their original state or photographically manipulated, as well as various geometric patterns. The software not only reveals non-obvious fixation points, but also overall relative design coherence, a key element of Christopher Alexander’s theory of geometrical order. A more evenly distributed field of attention seen in some structures contrasts with other buildings being ignored, those showing instead unconnected points of splintered attention. Our findings are non-intuitive and surprising. We link these results to both Alexander’s theory and Neuroscience, identify potential pitfalls in the software’s use, and also suggest ways to avoid them.

Does What We See Shape History? Examining Workload History as a Function of Performance and Ambient/Focal Visual Attention

2021 ◽  
Vol 18 (2) ◽  
pp. 1-17
Author(s):  
Shannon P. Devlin ◽  
Jennifer K. Byham ◽  
Sara Lu Riggs
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Performance Measure ◽  
Task Demands ◽  
Unexpected Finding ◽  
Impact Performance ◽  
History Effects ◽  
And Performance ◽  
Workload History ◽  
Over Time

Changes in task demands can have delayed adverse impacts on performance. This phenomenon, known as the workload history effect, is especially of concern in dynamic work domains where operators manage fluctuating task demands. The existing workload history literature does not depict a consistent picture regarding how these effects manifest, prompting research to consider measures that are informative on the operator's process. One promising measure is visual attention patterns, due to its informativeness on various cognitive processes. To explore its ability to explain workload history effects, participants completed a task in an unmanned aerial vehicle command and control testbed where workload transitioned gradually and suddenly. The participants’ performance and visual attention patterns were studied over time to identify workload history effects. The eye-tracking analysis consisted of using a recently developed eye-tracking metric called coefficient K , as it indicates whether visual attention is more focal or ambient. The performance results found workload history effects, but it depended on the workload level, time elapsed, and performance measure. The eye-tracking analysis suggested performance suffered when focal attention was deployed during low workload, which was an unexpected finding. When synthesizing these results, they suggest unexpected visual attention patterns can impact performance immediately over time. Further research is needed; however, this work shows the value of including a real-time visual attention measure, such as coefficient K , as a means to understand how the operator manages varying task demands in complex work environments.

Visual attention for solving multiple-choice science problem: An eye-tracking analysis

2012 ◽  
Vol 58 (1) ◽  
pp. 375-385 ◽  
Author(s):  
Meng-Jung Tsai ◽  
Huei-Tse Hou ◽  
Meng-Lung Lai ◽  
Wan-Yi Liu ◽  
Fang-Ying Yang
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Multiple Choice ◽  
Science Problem

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

scholarly journals A Unique Visual Attention Profile Associated With the FMR1 Premutation

2021 ◽  
Vol 12 ◽  
Author(s):  
Molly Winston ◽  
Kritika Nayar ◽  
Emily Landau ◽  
Nell Maltman ◽  
John Sideris ◽  
...  
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Picture Book ◽  
Fragile X ◽  
Autism Spectrum ◽  
Social Stimuli ◽  
Fmr1 Premutation ◽  
Tracking Tasks ◽  
Neurocognitive Profile ◽  
Areas Of Interest

Atypical visual attention patterns have been observed among carriers of the fragile X mental retardation gene (FMR1) premutation (PM), with some similarities to visual attention patterns observed in autism spectrum disorder (ASD) and among clinically unaffected relatives of individuals with ASD. Patterns of visual attention could constitute biomarkers that can help to inform the neurocognitive profile of the PM, and that potentially span diagnostic boundaries. This study examined patterns of eye movement across an array of fixation measurements from three distinct eye-tracking tasks in order to investigate potentially overlapping profiles of visual attention among PM carriers, ASD parents, and parent controls. Logistic regression analyses were conducted to examine whether variables constituting a PM-specific looking profile were able to effectively predict group membership. Participants included 65PM female carriers, 188 ASD parents, and 84 parent controls. Analyses of fixations across the eye-tracking tasks, and their corresponding areas of interest, revealed a distinct visual attention pattern in carriers of the FMR1 PM, characterized by increased fixations on the mouth when viewing faces, more intense focus on bodies in socially complex scenes, and decreased fixations on salient characters and faces while narrating a wordless picture book. This set of variables was able to successfully differentiate individuals with the PM from controls (Sensitivity = 0.76, Specificity = 0.85, Accuracy = 0.77) as well as from ASD parents (Sensitivity = 0.70, Specificity = 0.80, Accuracy = 0.72), but did not show a strong distinction between ASD parents and controls (Accuracy = 0.62), indicating that this set of variables comprises a profile that is unique to PM carriers. Regarding predictive power, fixations toward the mouth when viewing faces was able to differentiate PM carriers from both ASD parents and controls, whereas fixations toward other social stimuli did not differentiate PM carriers from ASD parents, highlighting some overlap in visual attention patterns that could point toward shared neurobiological mechanisms. Results demonstrate a profile of visual attention that appears strongly associated with the FMR1 PM in women, and may constitute a meaningful biomarker.

scholarly journals To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

2012 ◽  
Vol 4 (1) ◽  
pp. 14-23
Author(s):  
Thales Teixeira ◽  
Michel Wedel ◽  
Rik Pieters
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Large Scale ◽  
Television Advertising ◽  
Tv Advertising ◽  
Tv Commercials

Abstract Vast sums of money are still spent on TV advertising. In an environment of rising perviewer rates for advertisers and increased skipping past ads by consumers it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to optimize brand exposure they need information on how to best retain consumers’ attention from moment-to-moment during television advertising. This large-scale eye tracking study shows that the decision to zap or not to zap depends on how the brand is presented within the commercial. First, the ability of a commercial to concentrate consumers’ visual attention reduced avoidance significantly. Second, the likelihood that viewers will zap can be decreased with a “pulsing strategy” in which brand images are shown more frequently for a shorter period of time within the commercial instead of longer at the beginning or end.

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