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Visual Attention to Advertising: A Segment-Level Analysis


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


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.

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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

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Handle: RePEc:ucp:jconrs:v:24:y:1997:i:3:p:305-14

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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.


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