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Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli

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  • Rumpf, Christopher
  • Boronczyk, Felix
  • Breuer, Christoph

Abstract

The purpose of the present study is to build and test a simulation model for the prediction of gaze hits in the context of dynamic marketing stimuli. Forecasting the attentional effect of dynamic stimuli is of particular interest when it comes to indirect forms of marketing communication such as sponsorship, product placement, or in-game-advertising. Based on large-scale eye tracking data an artificial neural network was trained, providing high predictive accuracy. The model's business applicability is demonstrated with the case of a soccer sponsorship, using media data and color features as model input. The study highlights the value of eye tracking data for the ex-ante valuation of visual communication stimuli which benefits marketing management at the initiation, implementation, and evaluation stages.

Suggested Citation

  • Rumpf, Christopher & Boronczyk, Felix & Breuer, Christoph, 2020. "Predicting consumer gaze hits: A simulation model of visual attention to dynamic marketing stimuli," Journal of Business Research, Elsevier, vol. 111(C), pages 208-217.
    • Handle: RePEc:eee:jbrese:v:111:y:2020:i:c:p:208-217
    DOI: 10.1016/j.jbusres.2019.03.034
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    References listed on IDEAS

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    Cited by:

    1. Breuer, Christoph & Boronczyk, Felix & Rumpf, Christopher, 2021. "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response," Journal of Business Research, Elsevier, vol. 133(C), pages 309-316.
    2. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    3. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    4. Tetiana Iankovets, 2023. "Media planning of digital advertising campaigns," Eastern-European Journal of Enterprise Technologies, PC TECHNOLOGY CENTER, vol. 6(13 (126)), pages 42-53, December.

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