To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context

Beuckels, Emma; Hudders, Liselot; Cauberghe, Veroline; Bombeke, Klaas; Durnez, Wouter; Morton, Jessica

doi:10.1080/00913367.2020.1870053

Cited by 9 publications

(1 citation statement)

References 63 publications

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“…Finally, consumers increasingly use multiple screens and therefore divide their attention [7]. Even though the traditional "hierarchy of effects" and "marketing funnel" models that consider attention and brand cognitions as necessary requirements for affective and behavioral responses are under debate, attention is still an essential variable in the processing of advertising [e.g., 8,9]. Nevertheless, it is unclear to what extent brands actually need to fight for consumers' attention and whether it is even beneficial.…”

Section: Introductionmentioning

confidence: 99%

The processing of native advertising compared to banner advertising: an eye-tracking experiment

Keyzer

Dens

Pelsmacker

2021

Electron Commer Res

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This paper aims to better understand the effect of visual attention on the processing of banner and native advertisements on Facebook and consequently on brand recognition and brand attitude.Using an eye-tracking experiment (N = 90), we show that a native advertisement attracts more and longer visual attention (i.e., total fixation duration, fixation count, and average visit duration) compared to a banner advertisement. Moreover, we show that longer visual attention (i.e., total fixation duration and average visit duration) increases persuasion knowledge and the recognition of an advertisement, which in turn leads to better brand recognition. Second, we show that neither conceptual persuasion knowledge nor critical processing mediates the effect of visual attention on brand attitude.

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Section: Introductionmentioning

confidence: 99%