Visual attention to advertising: The impact of motivation and repetition

RGM Pieters*, E Rosbergen, M Hartog

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Using eye-tracking data, we examine the impact of motivation and repetition on visual attention to advertisements differing in argument quality. Our analyses indicate that repetition leads to an overall decrease in the amount of attention. However, while at first high motivation subjects attend to the ad for a longer time than low motivation subjects, this effect of motivation disappears after two exposures. More specifically, our results suggest that the second exposure counts most. In contrast, the order in which the ad elements am attended to is unaffected by repetition and motivation. Yet, the number of ad elements that are skipped becomes larger as the number of exposures increases. Implications of our results for theories of advertising repetition are formulated.

Original languageEnglish
Title of host publicationADVANCES IN CONSUMER RESEARCH, VOL 23
EditorsKP Corfman, JG Lynch
Place of PublicationPROVO
PublisherASSOC CONSUMER RESEARCH
Pages242-248
Number of pages7
ISBN (Print)0-915552-36-1
Publication statusPublished - 1996
Event23rd Annual Conference of the Association-for-Consumer-Research - , Mongolia
Duration: 19-Oct-199522-Oct-1995

Publication series

NameADVANCES IN CONSUMER RESEARCH
PublisherASSOC CONSUMER RESEARCH
Volume23
ISSN (Print)0098-9258

Other

Other23rd Annual Conference of the Association-for-Consumer-Research
CountryMongolia
Period19/10/199522/10/1995

Keywords

  • PROCESSING VIEW
  • MODERATING ROLE
  • INVOLVEMENT
  • PERSUASION
  • MEMORY
  • TIME

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