Adaptation of Visual Attention: Effects of Information Presentation in Idea Selection Processes

Wibmer, Arnold; Wiedmann, Frederik M.; Seeber, Isabella; Maier, Ronald

doi:10.1007/978-3-030-28144-1_39

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2021

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“…Wibmer et al [47] The goal of this research was to investigate the effect of two idea presentation modes on changes in visual attention to idea attributes, measured with fixations using eye tracking over time. The results show that visual attention to idea attributes decreases rapidly after participants saw the first ideas.…”

Section: Purpose Of the Researchmentioning

confidence: 99%

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Giraldo-Romero

Pérez-de-los-Cobos-Agüero

Muñoz‐Leiva

et al. 2021

JTAER

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Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

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Section: Purpose Of the Researchmentioning

confidence: 99%