Abstract For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.
Eyetracking research in psychology has grown exponentially over the past decades, as equipment has become cheaper and easier to use. The surge in eyetracking research has not, however, been equaled by a growth in methodological awareness, and practices that are best avoided have become commonplace. We describe nine threats to the validity of eyetracking research and provide, whenever possible, advice on how to avoid or mitigate these challenges. These threats concern both internal and external v...
#2Jenni Romaniuk(UniSA: University of South Australia)H-Index: 26
Last. Magda Nenycz-Thiel(UniSA: University of South Australia)H-Index: 16
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Purpose Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors in retrospective reports of category buying. Design/methodology/approach Self-reported purchase frequency data were validated using British household panel records and the negative binomial distribution (NBD) in six packaged goods categories. The log likel...
ABSTRACT This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data). To the authors9 knowledge, the dataset is the largest ever studied: more than 100 consumer-packaged-goods advertisements for 20 Mars, Inc., brands, ...
Last. Dirk Hermans(Katholieke Universiteit Leuven)H-Index: 75
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The more accessible an attitude is, the stronger is its influence on information processing and behavior. Accessibility can be increased through attitude rehearsal, but it remains unknown whether attitude rehearsal also affects the accessibility of related attitudes. To investigate this hypothesis, participants in an experimental condition repeatedly expressed their attitudes towards exemplars of several semantic categories during an evaluative categorization task. Participants in a control cond...
ABSTRACT Past research shows that advertising awareness is systematically higher among a brand9s users than nonusers. This past research has been confined, however, to measures where a brand name forms part of the cuing material. The current authors9 research across six different measures, which extends cues to execution and media prompts, shows the user bias in memory for advertising is not a measurement artifact. It is, in fact, a real phenomenon, occurring under a wide range of conditions. Th...
In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used methods (traditional self-reports, implicit measures, eye...
Last. Henrik Sattler(UHH: University of Hamburg)H-Index: 24
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Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes t...
Last. Sharon Mayell(IU: Indiana University)H-Index: 4
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The study reported here compared how younger and older adults processed the same set of media messages which were selected to vary on two factors, arousing content and valence. Results showed that older and younger adults had similar arousal responses but different patterns of attention and memory. Older adults paid more attention to all messages than did younger adults. However, this attention did not translate into greater memory. Older and younger adults had similar levels of memory for slow-...
Last. Byron Sharp(UniSA: University of South Australia)H-Index: 26
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While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection management for maintenance and growth. Yet the theory to support this approach has been subject to very little empirical investigation. How do brands actually increase the size of their customer base? Through superior acquisition or by reducing customer defection? Or some mixture of both? Conversely, do brands decline through deficient acquisition or excessive defection? This work an...
This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.,An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in t...
Purpose The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product. Design/methodology/approach This research uses four experiments to assess the effects of advertising products with (vs without) reflections on the focal brand outcomes. Findings Results evidence a robust negative effect of advertising products with t...
Abstract While past research has extensively investigated how a specific product attracts attention, little is known about how the display of other products in the same visual field affects the consumer's attention. Drawing from the Biased Competition Model and the Gestalt Principles, the current research seeks to examine the effect of distracting products' similarity and proximity on a focal product in a goal-oriented online shopping episode. Specifically, in Study 1 (n = 38), using eye-trackin...
Abstract Purpose: The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which clos...
Last. Mark Heitmann(UHH: University of Hamburg)H-Index: 16
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Abstract Video content has become a major component of total internet traffic. Growing bandwidth and computational power conspire with an increasing number of video editing tools, smartphones, and online platforms that have facilitated video production, distribution, and consumption by businesses and consumers alike. This makes video content relevant across business research disciplines. However, analyzing videos can be a cumbersome manual task. Automated techniques are scattered across technica...
Abstract The Media Rating Council recommends weighting advertising exposure by viewing time. Prior research shows viewing time has diminishing returns, implying that effectiveness equivalent to a 100% complete exposure could be achieved by a lower threshold. Results from four laboratory experiments, extending prior banner-ad research to dynamic video ads, suggest 75% viewed is a potential threshold. A second contribution identifies different viewing time distributions for television and online v...
Last. Xiaobo Wu(ZJU: Zhejiang University)H-Index: 14
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Abstract This paper focuses on the influence of the ambidexterity of technological learning routine on firm innovation performance within industrial clusters. Specifically, this study seeks to examine how the combined dimension and the balance dimension of the ambidexterity of technological learning routine affect innovation performance of cluster firms. In addition, this study examines the moderating effect of knowledge tacitness and knowledge heterogeneity on the relationship between the ambid...
#2Michel Wedel(UMD: University of Maryland, College Park)H-Index: 82
Abstract This special issue compiles a set of cutting-edge articles that use eye tracking methodology to address unresolved problems in Attention Based Marketing (ABM). Understanding consumers’ attention, how it influences their behavior, and how to win the competition for attention are the main goals of ABM. We define ABM as a discipline, outline its theoretical and methodological foundations, summarize insights provided by this special issue, and discuss open challenges and research questions.