IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v13y2023i1p21582440231154480.html
   My bibliography  Save this article

Using Occluded Text as a Cue Attracting Visual Attention and Preference in Packaging and Advertising

Author

Listed:
  • Ching-Chih Liao

Abstract

This study uses occluded text as a visual cue and hypothesizes that a deliberately incomplete advertisement headline or product name enhances visual attention. An experiment on tea packaging and advertisement is applied to investigate whether visual attention and, even viewer preference enhancement, will be affected by occluded text. The experiment contains two parts: first, an eye tracker observes the differences in the participant’s visual attention between samples of incomplete and complete text; second, a questionnaire records the participants’ preferences between the two samples. The result validates our hypothesis that incomplete text elicits a certain level of visual attention as long as viewers can recognize the text; alternatively, if the occlusion causes difficulty in text recognition, the occluded text will fail to attract visual attention and viewer preference. This is particularly true for advertisement headlines. The experiment results of visual attention and viewer preference for the occluded product name on tea packaging are consistent. As for the occluded advertisement headline, however, it attracts only visual attention but is not able to enhance viewer preference. This could be attributed to the fact that participants are affected by different amounts of received information and their complexities when examining experiment samples.

Suggested Citation

  • Ching-Chih Liao, 2023. "Using Occluded Text as a Cue Attracting Visual Attention and Preference in Packaging and Advertising," SAGE Open, , vol. 13(1), pages 21582440231, February.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:1:p:21582440231154480
    DOI: 10.1177/21582440231154480
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231154480
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231154480?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Elizabeth L. Wetzler & Aryn A. Pyke & Adam Werner, 2021. "Sans Forgetica is Not the “Font†of Knowledge: Disfluent Fonts are Not Always Desirable Difficulties," SAGE Open, , vol. 11(4), pages 21582440211, November.
    2. Beblo, Miriam & Görges, Luise, 2018. "On the nature of nurture. The malleability of gender differences in work preferences," Journal of Economic Behavior & Organization, Elsevier, vol. 151(C), pages 19-41.
    3. Rik Pieters & Michel Wedel, 2007. "Goal Control of Attention to Advertising: The Yarbus Implication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 224-233, June.
    4. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
    5. Ching-Chih Liao, 2018. "Double-Sided Occluded Chinese Character Recognition Accuracy and Response Time for Design and Nondesign Educational Background," SAGE Open, , vol. 8(4), pages 21582440188, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sascha O. Becker & Lukas Mergele & Ludger Woessmann, 2020. "The Separation and Reunification of Germany: Rethinking a Natural Experiment Interpretation of the Enduring Effects of Communism," Journal of Economic Perspectives, American Economic Association, vol. 34(2), pages 143-171, Spring.
    2. 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.
    3. Pieters, Rik & Wedel, Michel, 2020. "Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory," Journal of Business Research, Elsevier, vol. 111(C), pages 281-289.
    4. Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal, 2020. "Building a unique brand identity: measuring the relative ownership potential of brand identity element types," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 393-407, July.
    5. Barbara Boelmann & Anna Raute & Uta Schönberg, 2020. "Wind of Change? Cultural Determinants of Maternal Labor Supply," RF Berlin - CReAM Discussion Paper Series 2020, Rockwool Foundation Berlin (RF Berlin) - Centre for Research and Analysis of Migration (CReAM).
    6. Bojana Kalenjuk & Dragan Tešanović & Maja Banjac & Snježana Gagić & Goran Radivojević, 2016. "Offer structure and design of the menu in hospitality industry," Tourism and Hospitality Industry 11, University of Rijeka, Faculty of Tourism and Hospitality Management.
    7. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    8. Barbara Boelmann & Anna Raute & Uta Schönberg, 2020. "Wind of Change? Cultural Determinants of Maternal Labor Supply," Working Papers 914, Queen Mary University of London, School of Economics and Finance.
    9. Jessen, Jonas & Schweighofer-Kodritsch, Sebastian & Weinhardt, Felix & Berkes, Jan, 2023. "Separate Housework Spheres," VfS Annual Conference 2023 (Regensburg): Growth and the "sociale Frage" 277659, Verein für Socialpolitik / German Economic Association.
    10. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Boelmann, Barbara & Raute, Anna & Schönberg, Uta, 2020. "Wind of Change? Cultural Determinants of Maternal Labor Supply," IAB-Discussion Paper 202030, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany].
    12. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    13. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    14. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    15. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    16. Agnès Festré & Pierre Garrouste, 2012. "The ‘Economics of Attention’: A New Avenue of Research in Cognitive Economics," GREDEG Working Papers 2012-12, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    17. Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.
    18. Tim Friehe & Markus Pannenberg, 2020. "Time preferences and political regimes: evidence from reunified Germany," Journal of Population Economics, Springer;European Society for Population Economics, vol. 33(1), pages 349-387, January.
    19. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    20. Telmo Pérez‐Izquierdo & Elizaveta Pronkina, 2023. "Behind the curtain: How did women's work history vary across Central and Eastern Europe?," Economics of Transition and Institutional Change, John Wiley & Sons, vol. 31(2), pages 465-489, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:13:y:2023:i:1:p:21582440231154480. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.