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Measuring the Impact of Intrusive Online Marketing Content on Consumer Choice with the Eye Tracking

In: Neuroeconomic and Behavioral Aspects of Decision Making

Author

Listed:
  • Malwina Dziśko

    (West Pomeranian University of Technology)

  • Jarosław Jankowski

    (West Pomeranian University of Technology)

  • Jarosław Wątróbski

    (West Pomeranian University of Technology)

Abstract

Persuasive messages within online advertisements are some of the key factors in making marketing content noticed by potential consumers. In order to attract more and more attention in a very competitive environment, various techniques are used with observed evolution toward higher intrusiveness. The question is how an intrusive content is affecting consumer decisions and choices. While aggressive techniques are affecting user experience negatively, it is worth searching for a compromise between expectations of marketers and web users The main goal of the presented research was to verify the relation between the level of intrusiveness of marketing content and the consumer choice within an online environment, with the use of eye tracking to show if products with more noticeable advertisements used are less or more frequently when selected by affected consumers.

Suggested Citation

  • Malwina Dziśko & Jarosław Jankowski & Jarosław Wątróbski, 2017. "Measuring the Impact of Intrusive Online Marketing Content on Consumer Choice with the Eye Tracking," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 353-363, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-62938-4_23
    DOI: 10.1007/978-3-319-62938-4_23
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