Visual attention to advertising : The impact of motivation and repetition 1

@inproceedings{Pieters1996VisualAT,
  title={Visual attention to advertising : The impact of motivation and repetition 1},
  author={Rik Pieters and Edward Rosbergen and Michel Hartog},
  year={1996}
}
Using eye-tracking data, we examine the impact of motivation and repetition on visual attention to advertisements differing in argument quality. Our analyses indicate that repetition leads to an overall decrease in the amount of attention. However, while at first high motivation subjects attend to the ad for a longer time than low motivation subjects, this effect of motivation disappears after two exposures. More specifically, our results suggest that the second exposure counts most. In… CONTINUE READING
Highly Cited
This paper has 29 citations. REVIEW CITATIONS

Citations

Publications citing this paper.
Showing 1-10 of 18 extracted citations

References

Publications referenced by this paper.
Showing 1-10 of 26 references

Managing Attention,

  • Janiszewski, Chris, Barbara
  • Bickart
  • 1994

The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,

  • Friestad, Marian, Peter Wright
  • Journal of Consumer Research ,
  • 1994

“ Advertising Repetition and Variation Strategies : Implications for Understanding Attitude Strength

  • Chris Janiszewski
  • Journal of Consume r Research
  • 1994

There is No Expressway to a Comprehensive Theory of the Coordination of Vision, Eye Movements and Visual Attention,

  • H. Deubel, W. X. Schneider
  • Behavioral and Brain Sciences ,
  • 1993
1 Excerpt

) , “ Picture - based Persuasion Processes and the Moderating Role of Involvement

  • Moore, L Danny, Douglas Hausknecht, Kanchana Thamodaran
  • Journal of Consumer Research
  • 1991

The Effect of Perceived Advertising Costs on Brand Perceptions,

  • Kirmani, Amna
  • Journal of Consumer Research ,
  • 1990

The Influence of Print Advertisement Organization on Affect Toward a Brand Name,

  • Janiszewski, Chris
  • Journal of Consumer Research ,
  • 1990

Adaptive Strategy Selection in Decision Making,

  • Payne, W John, Jim R. Bettman, Eric J. Johnson
  • Journal of Experimental Psychology : Learning…
  • 1988

Dainoff ( 1972 ) , “ Advertisement Complexity and Looking Time

  • John W. Payne, Jim R. Bettman, Eric J. Johnson
  • Journal of Marketing Research
  • 1988
1 Excerpt

Similar Papers

Loading similar papers…