Attributes for Image Content that Attract Consumers’ Attention to Advertisements

Bakar, Muhammad Helmi Abu; Desa, Mohd Asyiek Mat; Mustafa, Muhizam

doi:10.1016/j.sbspro.2015.06.349

Cited by 19 publications

(19 citation statements)

References 21 publications

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“…Building on the two prominent research streams that we have outlined, which concern the attentional effectiveness of environmental advertising and the role of advertising creativity in attracting attention, we aim in the present research to explore which environmental advertising messages are best suited to attracting people's attention. Furthermore, several studies have alluded to the phenomenon of inattention in advertising (Bakar et al, 2015;Calder and Sternthal, 1980;Daugherty and Hoffman, 2014;Rosbergen et al, 1997), which appears to be linked to the notion of an attentional blink, which we are also interested in examining. In addition, an emerging interest in the literature on environmental advertising relates to the potential association between individual differences in environment-related or green traits or dispositions and advertising effectiveness (Hartmann et al, 2016).…”

Section: Aims Of the Studymentioning

confidence: 99%

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Shen

Ball

et al. 2020

Journal of Cleaner Production

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Accompanying the growing call for ecological sustainability, environmental advertising is playing an increasingly important role in green marketing to foster environmental concern and pro-environmental behavior. The present study examined the impact of two factors on people's selective attention to green advertisements: advertising creativity (by comparing creative vs. standard advertisements) and appeal type (by comparing warning-based vs. vision-based appeals). The study also investigated the association between advertising effectiveness and individual differences in levels of green dispositions, including environmental concern and value orientation.To explore these issues the study employed a Rapid Serial Visual Presentation paradigm to measure the magnitude of the "attentional blink" arising from people attending to environmental advertisements of varying creativity and appeal type. Findings revealed a significant attentional blink effect for environmental advertising (indicative of heightened selective attention) that was greater for creative advertisements than standard advertisements. A significant association was also found between the magnitude of the attentional blink and dispositional differences in environment-related altruistic value. Results extend previous findings relating to the attentional blink as an index of advertising effectiveness, and shed light on the importance for green marketing of advertising creativity, advertising appeal and environmental value.

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Section: Aims Of the Studymentioning

confidence: 99%

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Shen

Ball

et al. 2020

Journal of Cleaner Production

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“…2 colours opposite the colour wheel i.e. blue (cold colour) and brown (warm colour) and created a high contrast in the still image, enlarged the number "5" on the center of the still image create an impact on the sense (Hauff, 2018;Bakar, Desa & Mustafa, 2015) and the "text" in white colour to balance the vibrance of rich colours used in the still image (Imtza, 2016). Next, for the feel experience, brown colour indicates security and protection for the psychology of reliability, and blue colour is a social sensory colour favourable to all age groups and sexes indicate provides feeling of trust (Imtza, 2016;Rider, 2009;Donovan, Agarwala & Hertzmann, 2011).…”

Section: Measurementsmentioning

confidence: 99%

Social Networking Brand Engagement using Creative Brand Content Experiences

Khaw¹,

Sade²,

Seduram³

2020

IBR

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In today’s environment, societies are free to create and browse online content; marketers therefore to face vexing challenges in drawing expressive social media users to engage with their brands. This current group of users display postmodernism characteristics; i.e. need more for subjective experiences to achieve self-realization. Hence, the creation of consumer brand engagement among expressive social media societies is through content that should be able to provide these experiences. However, there is lack research study on this trend. The objective of this study was to evaluate  passive experiential content that users perceived as novelty emotions (i.e. perceived creativity) that leads to intrinsic state of engagements (i.e. cognitive engagement and affective engagement) and to intentional engagement (the activation of willingness of brand clicking activities in social media). This, in turn, creates an advantage for the marketers because from this process if users engage the chances of building a long-term consumer brand engagement relationship is higher. This research study was done on 25-34 year-old Malaysian active expressive social media users who utilised expressive social media sites on a daily basis for at least 3 hours as the sample population from whom to collect data and administer a questionnaire survey with a still image as stimulus using social networking messaging platforms. Data analysis was conducted using IBM SPSS and IBM AMOS software and results showed positive significant relationship within all the 7 constructs which were functional appeal, emotional appeal, vividness, perceived creativity, cognitive engagement, affective engagement and intentional engagement.

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“…So, in the first level (cognitive stage), consumers' attention should be drawn. The first step is very important, as attention should be raised before consumers take further action (Maddox and Gong, 2005;Müller et al, 2011;Abu Bakar et al, 2015). At the second level (affective stage), consumers have an interest in the offered service and learn more about that service and consequently their desire to buy the service increases.…”

Section: The Aida Modelmentioning

confidence: 99%

Presenting a model for evaluating Internet advertisements for modification of energy consumption

Pool

Salehzadeh²,

Khalilakbar

2017

JSTPM

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Purpose Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption. Design/methodology/approach To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM). Findings The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior. Originality/value This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.

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Attributes for Image Content that Attract Consumers’ Attention to Advertisements

Cited by 19 publications

References 21 publications

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Social Networking Brand Engagement using Creative Brand Content Experiences

Presenting a model for evaluating Internet advertisements for modification of energy consumption

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