2021
DOI: 10.3390/jtaer16050066
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Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Abstract: 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 respons… Show more

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Cited by 17 publications
(11 citation statements)
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“…Working with this technology opens up many fields of research applied to numerous environments (learning to read and write, logical-mathematical reasoning, physics, driving vehicles, driving dangerous machines, marketing, etc.) [38][39][40][41][42]. It can also be used to find out how people with different learning disabilities [45] (ADHD, ASD, etc.)…”
Section: Discussionmentioning
confidence: 99%
See 1 more Smart Citation
“…Working with this technology opens up many fields of research applied to numerous environments (learning to read and write, logical-mathematical reasoning, physics, driving vehicles, driving dangerous machines, marketing, etc.) [38][39][40][41][42]. It can also be used to find out how people with different learning disabilities [45] (ADHD, ASD, etc.)…”
Section: Discussionmentioning
confidence: 99%
“…This technology is also used in studies on information processing in certain learning processes (reading, driving machines or vehicles, marketing, etc.) in people without impairments [38][39][40][41][42][43][44][45] or in groups with different impairments such as attention deficit hyperactivity disorder or autism spectrum disorder [45]. In these cases, the objective is to analyse the users' difficulties in order to make proposals for therapeutic intervention.…”
Section: Application Of the Use Of Eye Tracking Technologymentioning
confidence: 99%
“…Según la teoría del enfoque regulador, tendemos a utilizar una de las dos estrategias de autorregulación para alcanzar nuestros objetivos: la promoción o la prevención (Giraldo-Romero et al, 2021). Las personas que utilizan principalmente la estrategia de autorregulación de la promoción son más sensibles a las ganancias y experimentan un afecto positivo más intenso en respuesta a los beneficios que a las pérdidas (Idson et al, 2004).…”
Section: Enfoque Autoregulatoriounclassified
“…The quality of the services offered on the airline businesses' websites, along with their alignment with the intended consumers, impact website traffic, user engagement, and visibility [2,25]. Multiple findings demonstrate the need of creating successful advertising with the help of neuromarketing, which has a good influence on user engagement and visibility [27,28].…”
Section: Digital Promotion Of Airlines' Websitesmentioning
confidence: 99%