REunión Científica Atención - 2015

Frontiers in Psychology

Journal of Computer Science

The objective of this study is to understand the influence of articulation on sports sponsorship posters of a sporting event. An eye tracking experiment was conducted to examine the visual attention data on exposure to the sponsor's brand while viewing an advertisement poster. The respondents were asked to fill out a questionnaire based on what they could recall while viewing the poster. Quantitative data, along with the eye tracking data, was analyzed using the Mann-Whitney U test and ANOVA. Respondents between the age group of 20 to 42 years were approached using the convenience sampling method. The findings of the study ascertained that articulating an advertisement sports poster is unlikely to have a substantial impact on visual attention and brand awareness of the consumer, instead diverting the attention away from the brand to the articulated text. Furthermore, the articulation effects of sports posters depend on the degree of congruence between sponsor-event pairing, which influences visual attention, resulting in a stronger brand recall when congruence is low. This study adds to the body of knowledge on the impact of articulation in sports sponsorship, where the extant literature is still limited. Future research could consider other types of articulation, such as analogical and socio-financial, and use other techniques, such as Electroencephalogram (EEG) and Functional Magnetic Resonance (FMR), to arrive at better results. This study aimed to empirically test the effect of articulation on sports posters considering the impact of ad-design elements on attention and media planning.

Applied Cognitive Psychology, 2008

Viewers looked at print advertisements as their eye movements were recorded. Half of them were asked to rate how much they liked each ad (for convenience, we will generally use the term 'ad' from this point on), while the other half were asked to rate the effectiveness of each ad. Previous research indicated that viewers who were asked to consider purchasing products in the ads looked at the text earlier and more often than the picture part of the ad. In contrast, viewers in the present experiment looked at the picture part of the ad earlier and longer than the text. The results indicate quite clearly that the goal of the viewer very much influences where (and for how long) viewers look at different parts of ads, but also indicate that the nature of the ad per se matters.

1997

Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating information, by filtering information and by changing their information acquisation strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredients information more, and pictoral information less.

An experiment was conducted to investigate the effects of attentional focus on viewers' evaluation of TV commercials. A positive relationship was hypothesized between a commercial's congruity with viewers' attentional focus and viewers' evaluation of the commercial. The data supported the study hypotheses. Two sets of commercials were evaluated more favorably under congruity (vs. incongruity) between the executional style of the commercials and participants' cognitive or affective attentional focus (induced by the television program in which the ads were embedded and by specific instructions). The study helps address inconsistencies in the literature though methodological improvements over previous research, aimed at maximizing internal validity. Implications for theory and practice are discussed.

International Journal of Pyschological Research, 2015

Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goal of the present theoretical article are four-fold and are based on an extensive literaturerevision,. First, a brief historical review of ET methodology is introduced, presenting theevolution of ET techniques from the ancient proto-eye trackers to the "fresh" state-of-the-art eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavioris made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model.Fourth, the most used oculometrics in marketing studies are explained and distinguished. The present article addresses a number of technical and methodological issues bydiscussing challenges involved in ET systems and giving some guidelines for those whointend to apply ET to infer cognitive and emotional processes.

Managing Economic Innovations - Methods and Instruments (ed. R. Romanowski), 2019

Understanding the cognitive processes of consumers, such as attention or perception, can help orient marketing activities in such a way that the information provided to recipients is delivered in the most effective way possible. Neu-romarketing methods-in contrast to conventional methods-enable scientists to measure the subconscious reactions in response to stimuli, thereby giving insight into decision-making processes, consumer preferences or motivations. One of the most commonly used methods of this type is eye-tracking. In recent years, there has been a noticeable increase in the popularity of using this technique as it provides valuable information regarding the visual processing of stimuli. The purpose of this publication is to present the possibilities of using eye-tracking in marketing research, including identifying the main research areas and insights from previous research. In the beginning, necessary information about the method will be presented, providing context for further considerations, such as eye movement characteristics and fundamental measurement indicators. Then a review of the studies conducted using eye-tracking will be carried out. A broad spectrum of the use of eye-tracking provides the opportunity for future studies to combine this method with other neuromarketing techniques (including the electroencephalography or magnetic resonance imaging).

Indo-Pacific Journal of Phenomenology, 2011

It is one thing for two or more persons to perceive the same object, and it is quite another for two or more persons to perceive the same object together. The latter phenomenon is called joint attention and has recently garnered considerable interest from psychologists. However, contemporary psychological research has not succeeded in clarifying how persons can share perception of an object. Joint attention thus stands in need of phenomenological clarification. Surprisingly, this has yet to be offered. Phenomenologists have provided thoroughgoing analyses of perceptual experience, but have overlooked the perceptual experiences of co-perceivers; and while a number of well-known phenomenologists have offered accounts of how one encounters other persons, they have neglected the phenomenon of perceptually attending to an object with other persons. This paper addresses a shortcoming of both contemporary psychological research and the phenomenological tradition by providing a phenomenological analysis of joint attention.

Global Journal for Research Analysis, 2018

Knowing what consumers see is a vital rst-step to ensuring marketing effectiveness. Eye tracking offers a unique method to objectively measure consumers' attention and spontaneous responses to advertising. Instead of asking people to recall their reactions or describe their cognitive engagement, eye tracking lets you see it, in real time. It minimizes recall errors and the social desirability effect, and reveals information conventional research methods normally miss. Eye tracking gives essential bene ts in all areas of advertising; online, print, TV, and out-of-home media. The study highlights the factors that a respondent sees, notices and considers when looking at the ad. The case here though considered of a print ad, it can and is for motion ads also with some detailed aspects taken into consideration. However, since this research is of minuscule proportion we have considered only print ads. This study is a way to introduce people to eye tracking and technology in general for the role it plays bringing fantastic insights into research, information and knowledge.