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 while people 1) chose businesses in the Yellow Pages and 2) went through a reduced issue of the YP where they either saw innovative or non-innovative ads. The two parts of the study addressed 1) what particular ad characteristics cause consumers with high task motivation or under time pressure to notice and decide for an ad, 2) whether consumers decide more often for an ad which they view longer, 3) whether innovative advertisements attract more attention than the non-innovative equivalent ads, and 4) whether innovative advertisements are recalled better than the non-innovative equivalent ads.

Original language	English
Publication status	Published - 1 Feb 2009

Austrian Classification of Fields of Science and Technology (ÖFOS)

502020 Market research
101018 Statistics
502019 Marketing

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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 while people 1) chose businesses in the Yellow Pages and 2) went through a reduced issue of the YP where they either saw innovative or non-innovative ads. The two parts of the study addressed 1) what particular ad characteristics cause consumers with high task motivation or under time pressure to notice and decide for an ad, 2) whether consumers decide more often for an ad which they view longer, 3) whether innovative advertisements attract more attention than the non-innovative equivalent ads, and 4) whether innovative advertisements are recalled better than the non-innovative equivalent ads.",

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AU - Schweiger, Günter

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N2 - To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected while people 1) chose businesses in the Yellow Pages and 2) went through a reduced issue of the YP where they either saw innovative or non-innovative ads. The two parts of the study addressed 1) what particular ad characteristics cause consumers with high task motivation or under time pressure to notice and decide for an ad, 2) whether consumers decide more often for an ad which they view longer, 3) whether innovative advertisements attract more attention than the non-innovative equivalent ads, and 4) whether innovative advertisements are recalled better than the non-innovative equivalent ads.

AB - To learn how Yellow Pages ads capture consumers attention, eye tracking data and think-aloud-protocols were collected while people 1) chose businesses in the Yellow Pages and 2) went through a reduced issue of the YP where they either saw innovative or non-innovative ads. The two parts of the study addressed 1) what particular ad characteristics cause consumers with high task motivation or under time pressure to notice and decide for an ad, 2) whether consumers decide more often for an ad which they view longer, 3) whether innovative advertisements attract more attention than the non-innovative equivalent ads, and 4) whether innovative advertisements are recalled better than the non-innovative equivalent ads.

M3 - Conference poster

ER -