Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining two distinct online tasks, such as reading information and buying products, and two forms of advertising, such as product brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the user stays on a website, the more the user will look at the ads and the easier it will be to remember them. However, ads are considered to be distractors for online users, therefore, to increase their effectiveness they must be more engaging and provide value for the audience.

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In the glocalization context, private health insurance local and international companies invested in Romania for over two decades, nevertheless the private health insurance adoption rate in the country was the lowest in the region. The purpose of this research is to analyze and understand the phenomena behind private health insurance customer satisfaction, designing a cognitive model and identifying the functional relationships between elements. The literature review provides various models that are related to customer satisfaction, from buying decision process to the relationships between perceived values, service consequence and expected service values that determines customer satisfaction. The developed conceptual model in six dimensions, including the output variable block for customer satisfaction, was the base for developing the research questionnaire. Developed on a structural equation modeling approach, the quantitative research results depict how customer satisfaction is mediating private health insurance and consumer behavior. Consequently, a private health insurance provider needs to adapt its products to increase people’s motivation to purchase such a product and, after the acquisition, to improve the covered services to increase the beneficiaries’ level of satisfaction. The generic contribution this paper brings is to present the private health insurance industry valences for Romania in the years 2017-2019 and the relationship between the product attributes, Customer Behavior and Consumer Satisfaction.