Emotion and Rationality in Web Information: An Eye-Tracking Study

Diversity in Unity: Perspectives from Psychology and Behavioral Sciences

“…For instance, a review of the literature verified that a large portion of emotional advertising is dedicated to traditional media, such as print and television advertisements (Royo & Gutierrez, 2000;Heath & Nairn, 2005;Lin, 2011). Very few studies have focused on online advertising, as most only investigated the effective use of banner advertisements (Yoo, 2008;Porta et al, 2013;Noble et al, 2014) and pop-up advertisements (Nysveen & Breivik, 2005;Qin et al, 2011). The effectiveness of e-commerce advertisements using emotional and rational appeals, particularly in the context of video advertising, is unclear and at best contradictory.…”