Ceguera Al Patrocinador: Aplicación a Carteles De Eventos Deportivos

Santos, Manuel Alonso Dos; Moreno, Ferrán Calabuig; Sánchez‐Franco, Manuel J.

doi:10.1590/s0034-759020180602

Cited by 3 publications

(2 citation statements)

References 71 publications

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“…The phenomenon was amplified with the emergence of Internet and consumers have started to use ad blocking software and/or to actively avoid looking at ads (Drèze & Hussherr, 2003;Cho & Cheon, 2004). Advertising avoidance was highlighted in various contexts, including online gaming (Yeu et al, 2013) sports sponsorship (Alonso Dos Santos et al, 2018) or social media networks (Margarida Barreto, 2013).…”

Section: Visual Attention Advertising Avoidance and Memorymentioning

confidence: 99%

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Onișor

Ioniță

2021

Journal of Business Economics and Management

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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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Section: Visual Attention Advertising Avoidance and Memorymentioning

confidence: 99%

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Onișor

Ioniță

2021

Journal of Business Economics and Management

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“…Tampouco são encontrados artigos científicos nas três principais revistas da área -Science Communication, Public Understanding of Science e Journal of Science Communication -que tenham utilizado a técnica do rastreamento ocular como forma de aferir dados para a pesquisa em divulgação da ciência. 4 A técnica, porém, aparece em pesquisas latino-americanas de outras áreas, como letras e linguística (PORTO; FREITAG; TEJADA, 2018; MALTA; FONTES; SILVA, 2019), tecnologia da informação (ROA-MARTÍNEZ; VIDOTTI, 2020), marketing (SANTOS; MORENO; SÁNCHEZ-FRANCO, 2018), psicologia e psiquiatria (SCHWARTZMAN et al, 2015;LEDERMAN et al, 2019;CLAUDINO et al, 2019).…”

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Inovação, possibilidades e limitações no uso de rastreador ocular na pesquisa em divulgação da ciência: um estudo sobre a importância da fonte de informação em textos sobre saúde

Amorim

Massarani

Baccino

2021

Rev Eletron Comun Inf Inov Saúde

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Nosso estudo, fruto de uma parceria internacional, buscou aferir a importância dada por 23 leitores ao nome do veículo de publicação de quatro diferentes textos sobre temas de saúde, utilizando uma metodologia inovadora no campo de estudo acadêmico da divulgação científica – um rastreador ocular. Com ele, é possível mapear a cada instante o olhar do leitor e os pontos de fixação do olho sobre o texto, indicando a atenção do leitor. Apesar de o local de publicação ser considerado um critério importante de credibilidade da informação, nossos resultados, a partir da análise de 35.394 medições de fixações aferidas pelo rastreador ocular, indicam a pouca importância dada ao nome do veículo de publicação, ainda que o texto apresente características de notícias falsas.

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Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment

Chen

Huang

et al. 2022

Front. Psychol.

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The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack of research on different graphic presentation forms in tourism advertisements. To bridge the gap in the related literature, this study aims at studying the impact of the image and text presentation forms of the scenic spot’s name in tourism advertisements on tourists’ visit intention to the tourist destination city by combining the theory of constructivism in cognitive psychology, SOR model, and affective-cognitive model to conduct a 2 × 2 between-group experiment. The study found that when the text part contains the scenic spot’s name, the tourism advertisement has a significant impact on tourists’ perceived advertising effectiveness, destination affective image, and visit intention. The results of eye tracking analysis also showed that fixation points are primarily distributed in the text part. Furthermore, this study explored the chain mediating mechanism of perceived advertising effectiveness and destination affective image and discovered that the impact of the text presentation form on the visit intention can be realized through the mediating effect of perceived advertising effectiveness and destination affective image. This study puts forward some suggestions for the tourism advertising and destination marketing of scenic spots with high-familiarity of destination cities with low-familiarity and improving the image of tourist destination cities.

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Ceguera Al Patrocinador: Aplicación a Carteles De Eventos Deportivos

Cited by 3 publications

References 71 publications

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

How Advertising Avoidance Affects Visual Attention and Memory of Advertisements

Inovação, possibilidades e limitações no uso de rastreador ocular na pesquisa em divulgação da ciência: um estudo sobre a importância da fonte de informação em textos sobre saúde

Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment

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