Analyzing Customers' Behaviors with Approach of Measuring Visual Attention of Users to Websites Banner Advertising

Document Type : Research Paper

Authors

1 Assistant Professor, Marketing, MBA Department, Faculty of Management, University of Tehran, Tehran, Iran.

2 PhD student, Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran.

10.34785/J018.2021.489

Abstract

Since a large budge is spent on advertisements that lack effectiveness, important elements should be investigated in order to increase the effectiveness of advertisements and avoid wasting expenditure. Reviewing the models of customers' buying behavior shows that customers' attraction is a key issue in attracting customers. With regard to the impact of banner advertising on customers' buying behavior, the purpose of this study is measuring the effect of personalization of banner advertising on visual attention to the advertisement. A 2(advertisement type)×2(task cognitive demand) matrix was used for exploring this relationship. 80 people participated in this test to measure the way by which the personalized information affects visual attention in two levels of task cognitive demand. These effects on participants' attitude toward advertisement were measured. In this research, visual attention, attitude toward advertisement and perceived goal impediment are dependent variables and personalization and cognitive demand are independent variables. Eye tracking device was used for collecting data about visual attention and questionnaire was used for measuring attitude and perceived goal impediment and two-way ANOVA was applied for measuring the relationship between dependent and independent variables. Findings show that participants pay more and longer attention to personalized advertisements in comparison to impersonalized advertisements. However, task cognitive demand mediates the effect of personalization on attention. There is no significant effect between personalization and task cognitive demand on perceived goal impediment and attitude toward advertisement.

Keywords

References

Amini, S., Amini, V., Taheri, H., & Ehteshamrasi, R. (2019). The relationship between Media advertising and the emotional response of the insurance products customers. Consumer Behavior Studies Journal, 5(2), 111-134. (in Persian)
Baek, T.H., & Morimoto, M. (2013). Stay away from me. Journal of Advertising, 41(1), 59-76.
Benway, J. P. (1998, October). Banner blindness: The irony of attention grabbing on the World Wide Web. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (Vol. 42, No. 5, pp. 463-467). Sage CA: Los Angeles, CA: SAGE Publications.‏
Bozorgkhoo, H., Keimasi, M., Esfidani, M.R., & Torkestani, M.S. (2019). Identifying and Prioritizing the Factors Affecting Iran's Nation Brand with the consumer's Cognitive behavior approach. Consumer Behavior Studies Journal, 5(2), 83-110. (in Persian)
Calisir, F., & Karaali, D. (2008). The impacts of banner location, banner content and navigation style on banner recognition. Computers in Human Behavior, 24(2), 535-543.‏
Cho, C. H., & as-, U. O. T. A. A. I. A. (2004). Why do people avoid advertising on the internet?. Journal of advertising, 33(4), 89-97.‏
De Keyzer, F., Dens, N., & De Pelsmacker, P. (2015). Is this for me? How consumers respond to personalized advertising on social network sites. Journal of Interactive Advertising, 15(2), 124-134.
Desimone, R., & Duncan, J. (1995). Neural mechanisms of selective visual attention. Annual review of neuroscience, 18(1), 193-222.‏
Gwizdka, J. (2010). Distribution of cognitive load in web search. Journal of the American Society for Information Science and Technology, 61(11), 2167-2187.‏
Hamborg, K. C., Bruns, M., Ollermann, F., & Kaspar, K. (2012). The effect of banner animation on fixation behavior and recall performance in search tasks. Computers in Human Behavior, 28(2), 576-582.‏
Harris, C. R., & Pashler, H. (2004). Attention and the processing of emotional words and names: Not so special after all. Psychological Science, 15(3), 171-178.‏
Howard, D. J., & Kerin, R. A. (2004). The effects of personalized product recommendations on advertisement response rates: The “try this. It works!” technique. Journal of consumer psychology, 14(3), 271-279.‏
Kalyanaraman, S., & Sundar, S. S. (2006). The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior?. Journal of Communication, 56(1), 110-132.‏
Li, C. (2016). When does web-based personalization really work? The distinction between actual personalization and perceived personalization. Computers in human behavior, 54, 25-33.‏
Li, K., Huang, G., & Bente, G. (2016). The impacts of banner format and animation speed on banner effectiveness: Evidence from eye movements. Computers in Human Behavior, 54, 522-530.‏
Malheiros, M., Jennett, C., Patel, S., Brostoff, S., & Sasse, M. A. (2012, May). Too close for comfort: A study of the effectiveness and acceptability of rich-media personalized advertising. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 579-588).‏
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.‏
Moray, N. (1959). Attention in dichotic listening: Affective cues and the influence of instructions. Quarterly journal of experimental psychology, 11(1), 56-60.‏
North, M., & Ficorilli, M. (2017). Click me: an examination of the impact size, color, and design has on banner advertisements generating clicks. Journal of Financial Services Marketing, 22(3), 99-108.‏
Pavlou, P. A., & Stewart, D. W. (2000). Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising, 1(1), 61-77.‏
Phelps, J. E., D'Souza, G., & Nowak, G. J. (2001). Antecedents and consequences of consumer privacy concerns: An empirical investigation. Journal of Interactive Marketing, 15(4), 2-17.‏
Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users perceive and process online ads. Journal of interactive advertising, 1(1), 41-60.‏
Rutz, O. J., & Bucklin, R. E. (2012). Does banner advertising affect browsing for brands? clickstream choice model says yes, for some. Quantitative Marketing and Economics, 10(2), 231-257.‏
Sheehan, K. B., & Hoy, M. G. (1999). Flaming, complaining, abstaining: How online users respond to privacy concerns. Journal of advertising, 28(3), 37-51.‏
Simola, J., Kuisma, J., Öörni, A., Uusitalo, L., & Hyönä, J. (2011). The impact of salient advertisements on reading and attention on web pages. Journal of Experimental Psychology: Applied, 17(2), 174-190.‏
Smit, E. G., Van Noort, G., & Voorveld, H. A. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15-22.‏
Sundar, S. S., & Marathe, S. S. (2010). Personalization versus customization: The importance of agency, privacy, and power usage. Human Communication Research, 36(3), 298-322.‏
Sweller, J. (1988). Cognitive load during problem solving: Effects on learning. Cognitive science, 12(2), 257-285.‏
Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information systems research, 16(3), 271-291.‏
Tucker, C. (2011, May). Social networks, personalized advertising, and perceptions of privacy control. In Proceedings of the tenth workshop on the economics of information security (WEIS).‏
Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of marketing research, 51(5), 546-562.‏
Wolford, G., & Morrison, F. (1980). Processing of unattended visual information. Memory & Cognition, 8(6), 521-527.‏
Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of computer information systems, 47(2), 9-19.‏
Yu, J., & Cude, B. (2009). ‘Hello, Mrs. Sarah Jones! We recommend this product!’Consumers' perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media. International journal of consumer studies, 33(4), 503-514.‏
 
Consumer Behavior Studies Journal
Volume 8, Issue 1
April 2021
Pages 22-37

Files

Share

How to cite

Statistics