The Power of Direct Context As Revealed by Eye Tracking

Smit, Edith G.; Boerman, Sophie C.; Meurs, Lex van

doi:10.2501/jar-55-2-216-227

Cited by 20 publications

(10 citation statements)

References 42 publications

(31 reference statements)

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“…Finally, size is considered a ‘powerful’ feature since marketing eye tracking research found that the larger the advertisement, the more attention the viewer paid to it [ 35 ].…”

Section: Methodsmentioning

confidence: 99%

Reliability and validity of a novel tool to comprehensively assess food and beverage marketing in recreational sport settings

Prowse

Naylor

Olstad

et al. 2018

Int J Behav Nutr Phys Act

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BackgroundCurrent methods for evaluating food marketing to children often study a single marketing channel or approach. As the World Health Organization urges the removal of unhealthy food marketing in children’s settings, methods that comprehensively explore the exposure and power of food marketing within a setting from multiple marketing channels and approaches are needed. The purpose of this study was to test the inter-rater reliability and the validity of a novel settings-based food marketing audit tool.MethodsThe Food and beverage Marketing Assessment Tool for Settings (FoodMATS) was developed and its psychometric properties evaluated in five public recreation and sport facilities (sites) and subsequently used in 51 sites across Canada for a cross-sectional analysis of food marketing. Raters recorded the count of food marketing occasions, presence of child-targeted and sports-related marketing techniques, and the physical size of marketing occasions. Marketing occasions were classified by healthfulness. Inter-rater reliability was tested using Cohen’s kappa (κ) and intra-class correlations (ICC). FoodMATS scores for each site were calculated using an algorithm that represented the theoretical impact of the marketing environment on food preferences, purchases, and consumption. Higher FoodMATS scores represented sites with higher exposure to, and more powerful (unhealthy, child-targeted, sports-related, large) food marketing. Validity of the scoring algorithm was tested through (1) Pearson’s correlations between FoodMATS scores and facility sponsorship dollars, and (2) sequential multiple regression for predicting “Least Healthy” food sales from FoodMATS scores.ResultsInter-rater reliability was very good to excellent (κ = 0.88–1.00, p < 0.001; ICC = 0.97, p < 0.001). There was a strong positive correlation between FoodMATS scores and food sponsorship dollars, after controlling for facility size (r = 0.86, p < 0.001). The FoodMATS score explained 14% of the variability in “Least Healthy” concession sales (p = 0.012) and 24% of the variability total concession and vending “Least Healthy” food sales (p = 0.003).ConclusionsFoodMATS has high inter-rater reliability and good validity. As the first validated tool to evaluate the exposure and power of food marketing in recreation facilities, the FoodMATS provides a novel means to comprehensively track changes in food marketing environments that can assist in developing and monitoring the impact of policies and interventions.Electronic supplementary materialThe online version of this article (10.1186/s12966-018-0667-3) contains supplementary material, which is available to authorized users.

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“…Finally, size is considered a ‘powerful’ feature since marketing eye tracking research found that the larger the advertisement, the more attention the viewer paid to it [ 35 ].…”

Section: Methodsmentioning

confidence: 99%

Reliability and validity of a novel tool to comprehensively assess food and beverage marketing in recreational sport settings

Prowse

Naylor

Olstad

et al. 2018

Int J Behav Nutr Phys Act

View full text Add to dashboard Cite

show abstract

“…Neurophysiological methods, such as eye tracking and EEG, offer more direct measures of attention when compared 352 to self-reports and provide marketers with a reliable tool to successfully distinguish between bottom-up and top-down attention in relation to marketing-relevant stimuli (Boerman, van Reijmersdal, and Neijens 2015;Pieters and Wedel 2007). An eye-tracking study found, for example, that for magazine advertisements the position that attracts the most attention is the bottom of the right-hand page, next to an article or illustration with limited colors (Smit, Boerman, and van Meurs 2015). In EEG research on advertising, occipital alpha activity has been related to attention processes, such as visual gating during the viewing of TV commercials (Rothschild et al 1986).…”

Section: Attentionmentioning

confidence: 99%

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

Pozharliev

Verbeke

Bagozzi

2017

Journal of Advertising

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The application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising research into the effects social context has on the way consumers experience advertising messages and explain why marketers, who aim to predict advertising effectiveness, should place participants in social settings, in addition to the traditional ways of studying consumer brain responses to advertising in social isolation. This article contributes to the literature by offering advertising researchers a series of research agendas on the key indicators of advertising effectiveness (attention, emotion, memory, and preference). It aims to improve understanding of the impact social context has on consumers' neurophysiological responses to advertising messages.

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“…Additionally, a 2015 study by Boerman et al "investigate[d] the influence of different ways of disclosing brand placement on viewers' visual attention, the use of persuasion knowledge, and brand responses" (p. 196). Brand placement has caught the attention of many stakeholders (e.g., academics, policy makers) because brand placement can distract readers (Cain, 2011). Boerman et al's (2015 results indicated the combination of text and the brand logo was most effective in increasing brand recognition as logos alone were not enough to increase participants' recognition of brands attracting visual attention.…”

Section: Communicationmentioning

confidence: 99%

Applying Eye-Tracking Research in Education and Communication to Agricultural Education and Communication: A Review of Literature

Leggette¹,

Rice²,

Carraway³

et al. 2018

JAE

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The purpose of this integrative literature review was to synthesize the eye-tracking literature related to education and communication in the Social Sciences Citation Index (SSCI) to formulate a conceptual model and develop a research agenda that guides eye-tracking research in agricultural education and communication. To do so, we reviewed the literature to identify basic elements of eye-tracking research, examined specific variables related to eye-tracking research, and synthesized the findings into a conceptual model. We found and reviewed 77 articles published between 2010 and 2016 within education (56) and communication (21). Research implications for agricultural education included an examination of classroom management practices, a comparison of novice and experienced instructors, and an exploration of educational settings. Research implications for agricultural communication included tracking fixation and frequency of eye movement when viewing advertisements and understanding the relationship between brand placement and buying decisions. Synthesizing the research in education and communication, we identified the audiences, concepts, environments, and variables related to eye tracking that could be investigated within agricultural education and communication. In conclusion, we found a lack of agricultural education and communication studies cited in the SSCI, eye-tracking technology provides variables to support a multivariate approach in agricultural education and communication, and eye-tracking equipment is expensive, which may limit diffusion in some settings.

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The Power of Direct Context As Revealed by Eye Tracking

Cited by 20 publications

References 42 publications

Reliability and validity of a novel tool to comprehensively assess food and beverage marketing in recreational sport settings

Reliability and validity of a novel tool to comprehensively assess food and beverage marketing in recreational sport settings

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

Applying Eye-Tracking Research in Education and Communication to Agricultural Education and Communication: A Review of Literature

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