Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

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dc.contributor.authorFerreira, Paulo Jorge Quaresma
dc.contributor.authorRita, Paulo
dc.contributor.authorMorais, Diogo
dc.contributor.authorRosa, Pedro Joel
dc.contributor.authorOliveira, Jorge
dc.contributor.authorGamito, Pedro
dc.contributor.authorSantos, Nuno
dc.contributor.authorSoares, Fábio
dc.contributor.authorSottomayor, Catarina
dc.contributor.institutionEscola de Psicologia e Ciências da Vida
dc.date.issued2011
dc.descriptionJournal of Eye Tracking, Visual Cognition and Emotion
dc.description.abstractThe 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.en
dc.description.statusNon peer reviewed
dc.formatapplication/pdf
dc.identifier.citationFerreira , P J Q , Rita , P , Morais , D , Rosa , P J , Oliveira , J , Gamito , P , Santos , N , Soares , F & Sottomayor , C 2011 , ' Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising ' , Journal of Eye Tracking, Visual Cognition and Emotion .
dc.identifier.issn1647-7677
dc.language.isoeng
dc.publisherEdições Universitárias Lusófonas
dc.relation.ispartofJournal of Eye Tracking, Visual Cognition and Emotion
dc.rightsopenAccess
dc.subjectATENÇÃO
dc.subjectINTERNET
dc.subjectPUBLICIDADE
dc.subjectMARKETING
dc.subjectATTENTION
dc.subjectINTERNET
dc.subjectADVERTISING
dc.subjectMARKETING
dc.titleGrabbing attention while reading website pages: the influence of verbal emotional cues in advertisingen
dc.typearticle

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Journal of Eye Tracking, Visual Cognition and Emotion nº 01 (2011)