Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments.
Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments.
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DOI：
10.3389/fpsyg.2017.00881
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发表时间：
2017
影响因子：
3.8
通讯作者：
Florack A
中科院分区：
文献类型：
--
作者：
Palcu J;Sudkamp J;Florack A
横幅广告是在线推广产品和品牌的流行手段。虽然横幅广告通常被设计成特别吸引注意力，但它们经常被忽视。应用眼动追踪程序，本研究旨在（a）确定在横幅广告中呈现人脸（静态或动画）是否是吸引消费者注意力的适当工具，从而克服经常观察到的横幅失明现象，（B）检查特征脸的注视是否具有将消费者注意力引导到特定元素（即，产品），以及（c）确定广告面部的注视方向是否影响消费者对广告产品的后续评价。我们记录了参与者的眼睛注视，同时他们观看了一个虚构的在线购物页面，该页面显示的横幅广告要么没有人脸，要么是静态或动态的人脸，涉及不同的注视方向（朝向或远离广告产品）。此外，我们要求参与者随后评估一组产品，其中之一是之前在横幅广告中展示的产品。结果显示，当广告包含人脸时，与静态横幅广告相比，参与者的注意力更容易被动画广告吸引，并且他们看动画广告的时间更长。此外，当一张脸注视着产品区域时，参与者看广告产品的可能性增加，无论面部是否动画。最重要的是，凝视方向影响了随后的产品评估;也就是说，消费者表示更高的购买意图时，它是以前在横幅广告，功能的脸，凝视着产品。结果表明，虽然横幅广告中的动画构成了一个显著的特征，捕捉消费者的视觉注意力，凝视提示可以是一个有效的工具，驱动观众的注意力向广告中的特定元素，甚至塑造消费者的意图购买广告产品。
Banner advertising is a popular means of promoting products and brands online. Although banner advertisements are often designed to be particularly attention grabbing, they frequently go unnoticed. Applying an eye-tracking procedure, the present research aimed to (a) determine whether presenting human faces (static or animated) in banner advertisements is an adequate tool for capturing consumers’ attention and thus overcoming the frequently observed phenomenon of banner blindness, (b) to examine whether the gaze of a featured face possesses the ability to direct consumers’ attention toward specific elements (i.e., the product) in an advertisement, and (c) to establish whether the gaze direction of an advertised face influences consumers subsequent evaluation of the advertised product. We recorded participants’ eye gaze while they viewed a fictional online shopping page displaying banner advertisements that featured either no human face or a human face that was either static or animated and involved different gaze directions (toward or away from the advertised product). Moreover, we asked participants to subsequently evaluate a set of products, one of which was the product previously featured in the banner advertisement. Results showed that, when advertisements included a human face, participants’ attention was more attracted by and they looked longer at animated compared with static banner advertisements. Moreover, when a face gazed toward the product region, participants’ likelihood of looking at the advertised product increased regardless of whether the face was animated or not. Most important, gaze direction influenced subsequent product evaluations; that is, consumers indicated a higher intention to buy a product when it was previously presented in a banner advertisement that featured a face that gazed toward the product. The results suggest that while animation in banner advertising constitutes a salient feature that captures consumers’ visual attention, gaze cuing can be an effective tool for driving viewers’ attention toward specific elements in the advertisement and even shaping consumers’ intentions to purchase the advertised product.