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Personalized advertisements with integration of names and photographs: An eye-tracking experiment

Author

Listed:
  • Jean Pfiffelmann

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Nathalie Dens

    (Faculty of Applied Economics - UA - University of Antwerp)

  • Sébastien Soulez

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.

Suggested Citation

  • Jean Pfiffelmann & Nathalie Dens & Sébastien Soulez, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Post-Print hal-02004907, HAL.
    • Handle: RePEc:hal:journl:hal-02004907
    DOI: 10.1016/j.jbusres.2019.08.017
    Note: View the original document on HAL open archive server: https://hal.science/hal-02004907
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    References listed on IDEAS

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    Cited by:

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    2. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    3. Freya De Keyzer & Nathalie Dens & Patrick De Pelsmacker, 2023. "The processing of native advertising compared to banner advertising: an eye-tracking experiment," Electronic Commerce Research, Springer, vol. 23(3), pages 1921-1940, September.
    4. Bigne, Enrique & Simonetti, Aline & Ruiz, Carla & Kakaria, Shobhit, 2021. "How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach," Journal of Business Research, Elsevier, vol. 123(C), pages 279-288.

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