Journal ArticleDOI
Breaking Through Fast-Forwarding: Brand Information and Visual Attention
S. Adam Brasel,James Gips +1 more
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TLDR
In this article, the authors explore how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises.Abstract:
This research explores how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises. Building on prior work in visual marketing and perceptual psychology, the authors conduct two eye-tracker studies that show how fast-forwarding viewers pay more attention during commercials, but their attention is heavily limited to the center of the screen. Fast-forwarded advertisements containing brand information at screen center still create brand memory even with a 95% reduction in frames and complete loss of audio, whereas advertisements with brand information located elsewhere are of virtually no value. A third study shows that fast-forwarded commercials containing extensive central brand information can positively affect brand attitude, behavioral intent, and even actual choice behavior. These findings show that marketers can counteract the negative effects of digital video recorders...read more
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Posted Content
The Effects of Length, Content, and Repetition on Television Commercial Effectiveness
TL;DR: In this paper, the effectiveness of 15-second television commercials and 30-second TV commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables.
Book Chapter
Factor analysis and discriminant validity:a brief review of some practical issues
Andrew M. Farrell,John M. Rudd +1 more
TL;DR: Some assumptions regarding the assessment of discriminant validity; and what confirmatory factor analysis accomplishes are investigated, and some procedural remedies are suggested based upon the literature.
Book
Eye Tracking for Visual Marketing
Michel Wedel,Rik Pieters +1 more
TL;DR: In this paper, a theory of attention to visual marketing is presented. But it does not consider the visual brain and does not address the visual representation of the eye and its movement.
Journal ArticleDOI
Unstructured data in marketing
Bitty Balducci,Detelina Marinova +1 more
TL;DR: In this paper, a unified definition and conceptualization of unstructured data (UD) in marketing is proposed, bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review.
Journal ArticleDOI
Will video be the next generation of e-commerce product reviews? Presentation format and the role of product type
TL;DR: It is found that the presentation format of online reviews has a substantive and nuanced impact on consumer perceptions, and vendors should make efforts to manage the presentation of online review.
References
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Journal ArticleDOI
Neural Mechanisms of Selective Visual Attention
Robert Desimone,John S. Duncan +1 more
TL;DR: The two basic phenomena that define the problem of visual attention can be illustrated in a simple example and selectivity-the ability to filter out un wanted information is illustrated.
Journal ArticleDOI
Eye movements in reading and information processing: 20 years of research.
TL;DR: The basic theme of the review is that eye movement data reflect moment-to-moment cognitive processes in the various tasks examined.
Journal ArticleDOI
Attitudinal effects of mere exposure.
TL;DR: The exposure-attitude hypothesis as discussed by the authors suggests that mere repeated exposure of the individual to a stimulus object enhances his attitude toward it, i.e., exposure is meant a condition making the stimulus accessible to the individual's perception.
Journal ArticleDOI
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations:
TL;DR: Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions in this paper.
Journal ArticleDOI
A spreading activation theory of memory.
TL;DR: The ACT theory of factual memory as mentioned in this paper states that information is encoded in an all-or-none manner into cognitive units and the strength of these units increases with practice and decays with delay.
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