Advanced Search
MyIDEAS: Login to save this article or follow this journal

Visual Attention to Advertising: A Segment-Level Analysis

Contents:

Author Info

  • Rosbergen, Edward
  • Pieters, Rik
  • Wedel, Michel

Abstract

We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneity in these effects across consumers. In an illustrative experiment, we monitor consumers' eye movements during naturalistic exposure to a consumer magazine, in which experimentally designed ads are inserted. A latent class regression model accounting for heterogeneity across consumers through unobserved segments is used to analyze the eye movement data in detail. Three consumer segments are identified that exhibit distinct patterns of visual attention as well as different profiles of product involvement, brand attitude, and advertising recall. Implications for visual attention theory and for advertising research are discussed. Copyright 1997 by the University of Chicago.

Download Info

To our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.

Bibliographic Info

Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 24 (1997)
Issue (Month): 3 (December)
Pages: 305-14

as in new window
Handle: RePEc:ucp:jconrs:v:24:y:1997:i:3:p:305-14

Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/

Related research

Keywords:

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Naik, P. & Piersma, N., 2002. "Understanding the role of marketing communications in direct marketing," Econometric Institute Research Papers EI 2002-13, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
  2. Xing, Xiaoyan & Chalip, Laurence, 2006. "Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models," Sport Management Review, Elsevier, vol. 9(1), pages 49-78, May.
  3. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation," Discussion Paper 1998-69, Tilburg University, Center for Economic Research.
  4. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
  5. Marieke Huysentruyt & Eva Lefevere, 2010. "Child Benefit Support and Method of Payment: Evidence from a Randomized Experiment in Belgium," American Economic Journal: Economic Policy, American Economic Association, vol. 2(2), pages 163-84, May.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:24:y:1997:i:3:p:305-14. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

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 references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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