Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements

Natalie Hofer; Günter Schweiger

Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements

Institute for Marketing and Consumer Research

Publication: Contribution to conference › Conference poster

Abstract

To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.

Original language	English
Publication status	Published - 1 Dec 2008

Austrian Classification of Fields of Science and Technology (ÖFOS)

502020 Market research
101018 Statistics
502019 Marketing

Check availability

University Library Catalogue

Cite this

@conference{cd13d79ac47b4fd0adfd96806ed1478b,

title = "Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements",

abstract = "To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.",

author = "Natalie Hofer and G{\"u}nter Schweiger",

year = "2008",

month = dec,

day = "1",

language = "English",

}

TY - CONF

T1 - Eye movement patterns on Innovative and Non-Innovative Yellow Pages Advertisements

AU - Hofer, Natalie

AU - Schweiger, Günter

PY - 2008/12/1

Y1 - 2008/12/1

N2 - To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.

AB - To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected. The study addressed 1) whether consumers decide more often for an ad which they view longer, 2) whether innovative Yellow Pages advertisements attract more attention than the non-innovative equivalent ads, and 3) whether innovative advertisements are recalled better than the non-innovative ones.

M3 - Conference poster

ER -