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Experimental Study of Color Contrast Influence in Internet Advertisements with Eye Tracker Usage

In: Neuroeconomic and Behavioral Aspects of Decision Making

Author

Listed:
  • Wojciech Sałabun

    (West Pomeranian University of Technology, Szczecin)

  • Artur Karczmarczyk

    (West Pomeranian University of Technology, Szczecin)

  • Piotr Mejsner

    (West Pomeranian University of Technology, Szczecin)

Abstract

In the last decade, the number of practical applications that use eye tracker devices has significantly increased. Nowadays, eye tracking is a very important part of neuromarketing and experimental economics research. This chapter presents the experiment with eye tracking usage that was conducted to check how the contrast of advertisements influences their effectiveness. The main motivation for this research is the fact that it is very difficult to gain consumer’s attention in online systems. The experiment was aimed to detect the relations between the contrast of advertising units, its location within the site, and the level of the recipient’s interest based on absorption and attention. The results of the experiment are presented and discussed.

Suggested Citation

  • Wojciech Sałabun & Artur Karczmarczyk & Piotr Mejsner, 2017. "Experimental Study of Color Contrast Influence in Internet Advertisements with Eye Tracker Usage," Springer Proceedings in Business and Economics, in: Kesra Nermend & Małgorzata Łatuszyńska (ed.), Neuroeconomic and Behavioral Aspects of Decision Making, chapter 0, pages 365-375, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-62938-4_24
    DOI: 10.1007/978-3-319-62938-4_24
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