The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness

The Effects of Live Streamer's Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers' characteristics, especially the live streamer's face, can affect customers' purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer's facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers' impulse purchase intentions. Moreover, consumers' emotional experience plays a partial mediating role in the process of live streamers' faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer's facial attractiveness on consumers' purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers' attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer's facial attractiveness, and consumers' purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for 'beauty premium' in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.

Mental Representations of Sickness Positively Relate to Adaptive Health Behaviors

An ecological approach to social perception states that impressions of faces have functional value in that they guide adaptive behavior ensuring people's survival. For example, people may avoid others whose faces appear sick to avoid an illness representing a survival threat. We broadened the ecological approach in the current work by examining whether merely thinking about what illnesses on faces look like (i.e., how sickness on faces is represented) holds functional value in guiding behavior to ensure survival. Using an example of a real illness threat as proof of concept, we showed that people self-reported performing more adaptive health behaviors in response to COVID-19 if they had sicker representations of COVID-19 on faces (Experiment 1a). These sicker representations of COVID-19 on faces explained, in part, a positive relation between perceptions of COVID-19 as threatening and people's self-reported adaptive health behaviors. We then replicated these patterns when experimentally manipulating illness threat (Experiment 1b). We found that people expected more adaptive health behaviors and had sicker representations of illness on faces in response to illness threats that were more relative to less threatening. These findings suggest that mentally representing sickness on faces is enough to guide people's behaviors in response to illness threats.

Significant Measures of Gaze and Pupil Movement for Evaluating Empathy between Viewers and Digital Content

The success of digital content depends largely on whether viewers empathize with stories and narratives. Researchers have investigated the elements that may elicit empathy from viewers. Empathic response involves affective and cognitive processes and is expressed through multiple verbal and nonverbal modalities. Specifically, eye movements communicate emotions and intentions and may reflect an empathic status. This study explores feature changes in eye movements when a viewer empathizes with the video’s content. Seven feature variables of eye movements (change of pupil diameter, peak pupil dilation, very short, mid, over long fixation duration, saccadic amplitude, and saccadic count) were extracted from 47 participants who viewed eight videos (four empathic videos and four non-empathic videos) distributed in a two-dimensional emotion axis (arousal and valence). The results showed that viewers’ saccadic amplitude and peak pupil dilation in the eigenvalues of eye movements increased in the empathic condition. The fixation time and pupil size change showed limited significance, and whether there were asymmetric pupil responses between the left and right pupils remained inconclusive. Our investigation suggests that saccadic amplitude and peak pupil dilation are reliable measures for recognizing whether viewers empathize with content. The findings provide physiological evidence based on eye movements that both affective and cognitive processes accompany empathy during media consumption.

Visual attention to blu's parody warnings and the FDA's warning on e-cigarette advertisements

OBJECTIVES

In 2017, the e-cigarette brand, blu, released advertisements featuring large, boxed, positively-framed messages. These messages mimicked the format of FDA-mandated warnings that would appear on e-cigarette advertisements in the United States in 2018. We compared attention to blu's parody warnings and FDA-mandated warning appearing on blu advertisements.

METHODS

N = 73 young adults who had used tobacco participated in an eye-tracking study. Participants viewed three blu e-cigarette advertisements in random order: one with a parody warning and two with the FDA-mandated warning (one with a model's face and one without). Areas of interest (AOIs) were the parody or FDA-mandated warning. We compared dwell time on AOIs between the three advertisements.

RESULTS

Participants viewed parody warnings longer than each FDA-mandated warning on average (254 and 608 ms longer; p's < 0.02). Comparing the advertisements with FDA-mandated warnings revealed that participants spent less time looking at the warning in the advertisement with a model's face (354 fewer milliseconds; p = 0.001).

CONCLUSIONS

Parody warnings attracted more visual attention than FDA-mandated warnings, and the presence of a face in the advertisement drew attention away from the FDA-mandated warning. Results underscore the need for advertisement regulations that support increased attention to health warnings.

A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design

Websites are one of the most frequently used communication environments, and creating sustainable web designs should be an objective for all companies. Ensuring high usability is proving to be one of the main contributors to sustainable web design, reducing usage time, eliminating frustration and increasing satisfaction and retention. The present paper studies the usability of different website landing pages, seeking to identify the elements, structures and designs that increase usability. The study analyzed the behavior of 22 participants during their interaction with five different landing pages while they performed three tasks on the webpage and freely viewed each page for one minute. The stimuli were represented by five different banking websites, each of them presenting the task content in a different mode (text, image, symbol, graph, etc.).; the data obtained from the eye tracker (fixations location, order and duration, saccades, revisits of the same element, etc.), together with the data from the applied survey lead to interesting conclusions: the top, center and right sides of the webpage attract the most attention; the use of pictures depicting persons increase visibility; the scanpaths follow a vertical and horizontal direction; numerical data should be presented through graphs or tables. Even if a user's past experience influences their experience on a website, we show that the design of the webpage itself has a greater influence on webpage usability.

The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

Asymmetric practices of reading and writing shape visuospatial attention and discrimination

Movement is generally conceived of as unfolding laterally in the writing direction that one is socialized into. In ‘Western’ languages, this is a left-to-right bias contributing to an imbalance in how attention is distributed across space. We propose that the rightward attentional bias exercises an additional unidirectional influence on discrimination performance thus shaping the congruency effect typically observed in Posner-inspired cueing tasks. In two studies, we test whether faces averted laterally serve as attention orienting cues and generate differences in both target discrimination latencies and gaze movements across left and right hemifields. Results systematically show that right-facing faces (i.e. aligned with the script direction) give rise to an advantage for cue-target pairs pertaining to the right (versus left) side of space. We report an asymmetry between congruent conditions in the form of right-sided facilitation for: (a) response time in discrimination decisions (experiment 1–2) and (b) eye-gaze movements, namely earlier onset to first fixation in the respective region of interest (experiment 2). Left and front facing cues generated virtually equal exploration patterns, confirming that the latter did not prime any directionality. These findings demonstrate that visuospatial attention and consequent discrimination are highly dependent on the asymmetric practices of reading and writing.

An Eye-Tracking Study of Sketch Processing: Evidence From Russian

This study investigates the online process of reading and analyzing of sketchnotes (visual notes containing a handwritten text and drawings) on Russian language material. Using the eye-tracking method, we compared the processing of different types of sketchnotes [“path” (trajectory), linear, and radial] and the processing of a verbal text. Biographies of Russian writers were used as the material. In a preliminary experiment, we asked 89 college students to read the biographies and to evaluate each text or sketch using five scales (from −2 to +2). The best example for each of three formats of sketchnotes and a verbal text was chosen. In the main experiment, 21 secondary school students examined four different biographies in four different formats (three sketchnotes and a verbal text), answered to the factual and analytical questions to these texts and estimated the difficulty of each text. We measured the total dwell time, the total fixation count, the average fixation duration for each stimulus as well as for separate zones inside the sketches including verbal and non-verbal information. Our results show that readers process the information better and faster while reading sketchnotes than a verbal text. In the trajectory sketchnotes, the readers followed the order of elements aimed by the author of the sketchnotes better than in the radial and linear sketchnotes. The analysis of participants’ eye movements while processing the stimuli made it possible to propose several recommendations for creating effective sketchnotes.

People in E-Cigarette Ads Attract More Attention: An Eye-Tracking Study

OBJECTIVES

Minimally regulated electronic cigarettes (e-cigarette) advertising may be one potential factor driving the increasing prevalence of young adult e-cigarette use. Using eye-tracking, the current study examined which e-cigarette advertising features were the most appealing to young adults as a first step to examine how e-cigarette advertising may be regulated.

METHODS

Using a within-subjects design, 30 young adults (M age = 20.0 years) viewed e-cigarette ads in a laboratory. Ad features or areas of interest (AOIs) included: 1) brand logo, 2) product descriptor, and 3) people. During ad viewing, eye-tracking measured participants' dwell time and time to first fixation for each AOI as well as each ad brand. Harm perceptions pre- and post-viewing were measured.

RESULTS

Participants spent the longest dwell time on people (M = 2701 ms), then product descriptors (M = 924 ms), then brand logos (M = 672 ms; ps < .001). They also fixated fastest on AOIs in that order. Participant sex significantly impacted dwell time of ad brand, and harm perceptions decreased after viewing the ads (ps < .05).

CONCLUSIONS

This study provides initial evidence about which e-cigarette ad features may appeal most to young adults and may be useful when designing evidence-based policy.

A Baby Formula Designed for Chinese Babies: Content Analysis of Milk Formula Advertisements on Chinese Parenting Apps

Background

China is the largest market for infant formula. With the increasing use of smartphones, apps have become the latest tool used to promote milk formula. Formula manufacturers and distributors both have seized the popularity of apps as an avenue for marketing.

Objective

This study aimed to identify and analyze milk formula ads featured on Chinese pregnancy and parenting apps, to build the first complete picture of app-based milk formula marketing techniques being used by milk formula brand variants on these apps, and to more fully understand the ad content that potentially undermines public health messaging about infant and young child feeding.

Methods

We searched for free-to-download Chinese parenting apps in the 360 App Store, the biggest Android app store in China. The final sample consisted of 353 unique formula ads from the 79 apps that met the inclusion criteria. We developed a content analysis coding tool for categorizing the marketing techniques used in ads, which included a total of 22 coding options developed across 4 categories: emotional imagery, marketing elements, claims, and advertising disclosure.

Results

The 353 milk formula ads were distributed across 31 companies, 44 brands, and 79 brand variants. Overall, 15 of 31 corporations were international with the remaining 16 being Chinese owned. An image of a natural pasture was the most commonly used emotional image among the brand variants (16/79). All variants included branding elements, and 75 variants linked directly to e-shops. Special price promotions were promoted by nearly half (n=39) of all variants. A total of 5 variants included a celebrity endorsement in their advertising. A total of 25 of the 79 variants made a product quality claim. Only 14 variants made a direct advertisement disclosure.

Conclusions

The purpose of marketing messages is to widen the use of formula and normalize formula as an appropriate food for all infants and young children, rather than as a specialized food for those unable to breastfeed. Policy makers should take steps to establish an appropriate regulatory framework and provide detailed monitoring and enforcement to ensure that milk formula marketing practices do not undermine breastfeeding norms and behaviors.

Congruence and placement in sponsorship: An eye-tracking application

Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. However, we were unable to prove that congruent sponsors receive more attention, as claimed in the literature. This result could be due to a situation of blindness towards the sponsor. The conclusion section of this paper discusses theoretical conclusions and potential managerial actions.

The Contribution of Attention to the Mere Exposure Effect for Parts of Advertising Images

Repeatedly presented stimuli are affectively evaluated more positively than novel stimuli. This phenomenon, known as the mere exposure effect, is used in advertising. However, it is still unclear in which part of advertising images the mere exposure effect occurs. Given the recent suggestion that attention plays an important role in the mere exposure effect, it is possible that the mere exposure effect does not occur for commercial products when advertising images consist of a commercial product along with an attractive human model. To investigate this possibility, we manipulated the relationship between advertising images repeatedly presented in an exposure phase and images presented in a later rating phase. In the exposure phase, participants were repeatedly presented with advertising images consisting of a cosmetic product along with an attractive female model and were instructed to attend to a specified part of the image (Experiment 4) or were given no such an instruction (Experiments 1, 2, and 3). In the rating phase, participants were asked to evaluate their preference for complete advertising images (Experiment 1), the images of female models (Experiment 2), or images of products (Experiments 3 and 4) that were previously presented or not presented. The mere exposure effect was found for whole advertising images and images of female models. On the other hand, the mere exposure effect for the images of products was seen only when participants were explicitly encouraged to direct their attention to the product parts of the advertising image. That is, the results of this study suggest that the mere exposure effect does not always occur for every part of the repeated advertising images, and that attention would modulate the mere exposure effect for advertising images.

Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments

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.