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Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study. COMPUTERS IN HUMAN BEHAVIOR 2022. [DOI: 10.1016/j.chb.2022.107317] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/18/2022]
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2
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Czeszumski A, Albers F, Walter S, König P. Let Me Make You Happy, and I'll Tell You How You Look Around: Using an Approach-Avoidance Task as an Embodied Emotion Prime in a Free-Viewing Task. Front Psychol 2021; 12:604393. [PMID: 33790829 PMCID: PMC8005526 DOI: 10.3389/fpsyg.2021.604393] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/09/2020] [Accepted: 02/18/2021] [Indexed: 11/29/2022] Open
Abstract
The embodied approach of human cognition suggests that concepts are deeply dependent upon and constrained by an agent's physical body's characteristics, such as performed body movements. In this study, we attempted to broaden previous research on emotional priming, investigating the interaction of emotions and visual exploration. We used the joystick-based approach-avoidance task to influence the emotional states of participants, and subsequently, we presented pictures of news web pages on a computer screen and measured participant's eye movements. As a result, the number of fixations on images increased, the total dwell time increased, and the average saccade length from outside of the images toward the images decreased after the bodily congruent priming phase. The combination of these effects suggests increased attention to web pages' image content after the participants performed bodily congruent actions in the priming phase. Thus, congruent bodily interaction with images in the priming phase fosters visual interaction in the subsequent exploration phase.
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Affiliation(s)
- Artur Czeszumski
- Institute of Cognitive Science, Universität Osnabrück, Osnabrück, Germany
| | - Friederike Albers
- Institute of Cognitive Science, Universität Osnabrück, Osnabrück, Germany
| | - Sven Walter
- Institute of Cognitive Science, Universität Osnabrück, Osnabrück, Germany
| | - Peter König
- Institute of Cognitive Science, Universität Osnabrück, Osnabrück, Germany.,Institut für Neurophysiologie und Pathophysiologie, Universitätsklinikum Hamburg-Eppendorf, Hamburg, Germany
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3
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The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study. FUTURE INTERNET 2021. [DOI: 10.3390/fi13010018] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/16/2022] Open
Abstract
The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.
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Kaspar K, Weber SL, Wilbers AK. Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation. PLoS One 2019; 14:e0212419. [PMID: 30768628 PMCID: PMC6377143 DOI: 10.1371/journal.pone.0212419] [Citation(s) in RCA: 11] [Impact Index Per Article: 2.2] [Reference Citation Analysis] [Abstract] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/31/2017] [Accepted: 02/02/2019] [Indexed: 11/18/2022] Open
Abstract
Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users' attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users' actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when internet users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.
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Affiliation(s)
- Kai Kaspar
- Department of Psychology, University of Cologne, Cologne, Germany
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5
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Liu CW, Lo SK, Hsieh AY, Hwang Y. Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior. COMPUTERS IN HUMAN BEHAVIOR 2018. [DOI: 10.1016/j.chb.2018.04.034] [Citation(s) in RCA: 5] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/17/2022]
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6
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The female gaze: Content composition and slot position in personalized banner ads, and how they influence visual attention in online shoppers. COMPUTERS IN HUMAN BEHAVIOR 2018. [DOI: 10.1016/j.chb.2017.12.038] [Citation(s) in RCA: 19] [Impact Index Per Article: 3.2] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/24/2022]
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7
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Muñoz-Leiva F, Hernández-Méndez J, Gómez-Carmona D. Measuring advertising effectiveness in Travel 2.0 websites through eye-tracking technology. Physiol Behav 2018. [PMID: 29522796 DOI: 10.1016/j.physbeh.2018.03.002] [Citation(s) in RCA: 50] [Impact Index Per Article: 8.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
The advent of Web 2.0 is changing tourists' behaviors, prompting them to take on a more active role in preparing their travel plans. It is also leading tourism companies to have to adapt their marketing strategies to different online social media. The present study analyzes advertising effectiveness in social media in terms of customers' visual attention and self-reported memory (recall). Data were collected through a within-subjects and between-groups design based on eye-tracking technology, followed by a self-administered questionnaire. Participants were instructed to visit three Travel 2.0 websites (T2W), including a hotel's blog, social network profile (Facebook), and virtual community profile (Tripadvisor). Overall, the results revealed greater advertising effectiveness in the case of the hotel social network; and visual attention measures based on eye-tracking data differed from measures of self-reported recall. Visual attention to the ad banner was paid at a low level of awareness, which explains why the associations with the ad did not activate its subsequent recall. The paper offers a pioneering attempt in the application of eye-tracking technology, and examines the possible impact of visual marketing stimuli on user T2W-related behavior. The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical application.
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Affiliation(s)
- Francisco Muñoz-Leiva
- Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Campus Universitario La Cartuja, 18071, Granada, Spain.
| | - Janet Hernández-Méndez
- Escuela Universitaria de Turismo Iriarte, Universidad de Granada, Santa Cruz de Tenerife Area, Spain
| | - Diego Gómez-Carmona
- Department of Marketing and Market Research, Faculty of Business and Economics, Campus universitario La Cartuja, s/n. 18071, Granada, Spain
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8
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Palcu J, Sudkamp J, Florack A. Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments. Front Psychol 2017. [PMID: 28626436 PMCID: PMC5454066 DOI: 10.3389/fpsyg.2017.00881] [Citation(s) in RCA: 15] [Impact Index Per Article: 2.1] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/13/2022] Open
Abstract
Banner advertising is a popular means of promoting products and brands online. Although banner advertisements are often designed to be particularly attention grabbing, they frequently go unnoticed. Applying an eye-tracking procedure, the present research aimed to (a) determine whether presenting human faces (static or animated) in banner advertisements is an adequate tool for capturing consumers' attention and thus overcoming the frequently observed phenomenon of banner blindness, (b) to examine whether the gaze of a featured face possesses the ability to direct consumers' attention toward specific elements (i.e., the product) in an advertisement, and (c) to establish whether the gaze direction of an advertised face influences consumers subsequent evaluation of the advertised product. We recorded participants' eye gaze while they viewed a fictional online shopping page displaying banner advertisements that featured either no human face or a human face that was either static or animated and involved different gaze directions (toward or away from the advertised product). Moreover, we asked participants to subsequently evaluate a set of products, one of which was the product previously featured in the banner advertisement. Results showed that, when advertisements included a human face, participants' attention was more attracted by and they looked longer at animated compared with static banner advertisements. Moreover, when a face gazed toward the product region, participants' likelihood of looking at the advertised product increased regardless of whether the face was animated or not. Most important, gaze direction influenced subsequent product evaluations; that is, consumers indicated a higher intention to buy a product when it was previously presented in a banner advertisement that featured a face that gazed toward the product. The results suggest that while animation in banner advertising constitutes a salient feature that captures consumers' visual attention, gaze cuing can be an effective tool for driving viewers' attention toward specific elements in the advertisement and even shaping consumers' intentions to purchase the advertised product.
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Affiliation(s)
- Johanna Palcu
- Department of Psychology, University of ViennaVienna, Austria
| | - Jennifer Sudkamp
- Department of Civil and Transport Engineering, Faculty of Engineering Science and Technology, Norwegian University of Science and TechnologyTrondheim, Norway
| | - Arnd Florack
- Department of Psychology, University of ViennaVienna, Austria
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Ramos Gameiro R, Kaspar K, König SU, Nordholt S, König P. Exploration and Exploitation in Natural Viewing Behavior. Sci Rep 2017; 7:2311. [PMID: 28536434 PMCID: PMC5442137 DOI: 10.1038/s41598-017-02526-1] [Citation(s) in RCA: 16] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [Abstract] [MESH Headings] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/28/2016] [Accepted: 04/12/2017] [Indexed: 11/21/2022] Open
Abstract
Many eye-tracking studies investigate visual behavior with a focus on image features and the semantic content of a scene. A wealth of results on these aspects is available, and our understanding of the decision process where to look has reached a mature stage. However, the temporal aspect, whether to stay and further scrutinize a region (exploitation) or to move on and explore image regions that were yet not in the focus of attention (exploration) is less well understood. Here, we investigate the trade-off between these two processes across stimuli with varying properties and sizes. In a free viewing task, we examined gaze parameters in humans, involving the central tendency, entropy, saccadic amplitudes, number of fixations and duration of fixations. The results revealed that the central tendency and entropy scaled with stimulus size. The mean saccadic amplitudes showed a linear increase that originated from an interaction between the distribution of saccades and the spatial bias. Further, larger images led to spatially more extensive sampling as indicated by a higher number of fixations at the expense of reduced fixation durations. These results demonstrate a profound shift from exploitation to exploration as an adaptation of main gaze parameters with increasing image size.
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Affiliation(s)
| | - Kai Kaspar
- Institute of Cognitive Science, University of Osnabrück, Osnabrück, Germany
- Social and Media Psychology, Department of Psychology, University of Cologne, Köln, Germany
| | - Sabine U König
- Institute of Cognitive Science, University of Osnabrück, Osnabrück, Germany
| | - Sontje Nordholt
- Institute of Cognitive Science, University of Osnabrück, Osnabrück, Germany
| | - Peter König
- Institute of Cognitive Science, University of Osnabrück, Osnabrück, Germany
- Department of Neurophysiology and Pathophysiology, University Medical Center Hamburg, Eppendorf, Germany
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Li K, Huang G, Bente G. The impacts of banner format and animation speed on banner effectiveness: Evidence from eye movements. COMPUTERS IN HUMAN BEHAVIOR 2016. [DOI: 10.1016/j.chb.2015.08.056] [Citation(s) in RCA: 21] [Impact Index Per Article: 2.6] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/23/2022]
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11
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Feeling good, searching the bad: Positive priming increases attention and memory for negative stimuli on webpages. COMPUTERS IN HUMAN BEHAVIOR 2015. [DOI: 10.1016/j.chb.2015.07.020] [Citation(s) in RCA: 29] [Impact Index Per Article: 3.2] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/20/2022]
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12
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Hernández-Méndez J, Muñoz-Leiva F. What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists. COMPUTERS IN HUMAN BEHAVIOR 2015. [DOI: 10.1016/j.chb.2015.03.017] [Citation(s) in RCA: 49] [Impact Index Per Article: 5.4] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/23/2022]
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13
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Köster M, Rüth M, Hamborg KC, Kaspar K. Effects of Personalized Banner Ads on Visual Attention and Recognition Memory. APPLIED COGNITIVE PSYCHOLOGY 2014. [DOI: 10.1002/acp.3080] [Citation(s) in RCA: 17] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/10/2022]
Affiliation(s)
- Moritz Köster
- Institute of Psychology; University of Osnabrück; Germany
- Center for Cognitive Science; Technical University of Kaiserslautern; Germany
| | - Marco Rüth
- Institute of Cognitive Science; University of Osnabrück; Germany
- Graduate School of Neural and Behavioural Sciences; Eberhard Karls University; Tübingen Germany
| | | | - Kai Kaspar
- Social and Media Psychology, Department of Psychology; University of Cologne; Germany
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Flores W, Chen JCV, Ross WH. The effect of variations in banner ad, type of product, website context, and language of advertising on Internet users’ attitudes. COMPUTERS IN HUMAN BEHAVIOR 2014. [DOI: 10.1016/j.chb.2013.10.006] [Citation(s) in RCA: 47] [Impact Index Per Article: 4.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/26/2022]
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15
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Emotions' impact on viewing behavior under natural conditions. PLoS One 2013; 8:e52737. [PMID: 23326353 PMCID: PMC3541363 DOI: 10.1371/journal.pone.0052737] [Citation(s) in RCA: 37] [Impact Index Per Article: 3.4] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/14/2012] [Accepted: 11/21/2012] [Indexed: 11/19/2022] Open
Abstract
Human overt attention under natural conditions is guided by stimulus features as well as by higher cognitive components, such as task and emotional context. In contrast to the considerable progress regarding the former, insight into the interaction of emotions and attention is limited. Here we investigate the influence of the current emotional context on viewing behavior under natural conditions.In two eye-tracking studies participants freely viewed complex scenes embedded in sequences of emotion-laden images. The latter primes constituted specific emotional contexts for neutral target images.Viewing behavior toward target images embedded into sets of primes was affected by the current emotional context, revealing the intensity of the emotional context as a significant moderator. The primes themselves were not scanned in different ways when presented within a block (Study 1), but when presented individually, negative primes were more actively scanned than positive primes (Study 2). These divergent results suggest an interaction between emotional priming and further context factors. Additionally, in most cases primes were scanned more actively than target images. Interestingly, the mere presence of emotion-laden stimuli in a set of images of different categories slowed down viewing activity overall, but the known effect of image category was not affected. Finally, viewing behavior remained largely constant on single images as well as across the targets' post-prime positions (Study 2).We conclude that the emotional context significantly influences the exploration of complex scenes and the emotional context has to be considered in predictions of eye-movement patterns.
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What Guides Visual Overt Attention under Natural Conditions? Past and Future Research. ISRN NEUROSCIENCE 2013; 2013:868491. [PMID: 24959568 PMCID: PMC4045567 DOI: 10.1155/2013/868491] [Citation(s) in RCA: 11] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Subscribe] [Scholar Register] [Received: 08/31/2013] [Accepted: 10/30/2013] [Indexed: 11/23/2022]
Abstract
In the last decade, overt attention under natural conditions became a prominent topic in neuroscientific and psychological research. In this context, one central question is “what guides the direction of gaze on complex visual scenes?” In the present review recent research on bottom-up influences on overt attention is presented first. Against this background, strengths and limitations of the bottom-up approach are discussed and future directions in this field are outlined. In addition to that, the current scope on top-down factors in visual attention is enlarged by discussing the impact of emotions and motivational tendencies on viewing behavior. Overall, this review highlights how behavioral and neurophysiological research on overt attention can benefit from a broader scope on influential factors in visual attention.
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