Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising
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Data
2011
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Editora
Edições Universitárias Lusófonas
Resumo
The increasing use of the World Wide Web has promised a huge advertising platform for
marketers. Investment in online advertising is growing and is expected to overcome traditional
media. However, recent studies have reported that users avoid looking at advertising displayed
on the World Wide Web. This study aimed at examining the impact of verbal emotional cues
(negative/neutral/positive) to capture attention on website’s advertising areas through an eye
tracker system. The results revealed significant statistical differences between fixations to
negative, positive words and neutral words. Significant differences between the number of
fixations and recognition of the target words were found only for the negative valence words.
We conclude that negative emotional words could play a major role on user attention to
advertising.
Descrição
Journal of Eye Tracking, Visual Cognition and Emotion
Palavras-chave
ATENÇÃO, INTERNET, PUBLICIDADE, ATTENTION, INTERNET, ADVERTISING, MARKETING, MARKETING