Gender differences: visual attention and attitude toward advertisements

Boscolo, Juliana Cristina; Oliveira, Jorge Henrique Caldeira de; Maheshwari, Vishwas; Giraldi, Janaína de Moura Engracia

doi:10.1108/mip-11-2019-0598

Cited by 16 publications

(10 citation statements)

References 38 publications

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“…Neurophysiological instruments like fMRI and EEG have been extensively utilized in advertising research by various researchers research (Banos-González et al, 2020 ; Boscolo et al, 2020 ; Crespo-Pereira et al, 2017 ; Eijlers et al, 2020 ; Guixeres et al, 2017 ; Silberstein & Nield, 2012 ). For instance, the EEG analysis by Vecchiato et al ( 2010 ); Vecchiato et al ( 2012 ) indicated that the activity in the right frontal alpha is related to positive/liked ads, whereas the left frontal alpha is correlated with negative/disliked ads.…”

Section: Resultsmentioning

confidence: 99%

Exploring global trends and future directions in advertising research: A focus on consumer behavior

et al. 2023

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This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009–2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.

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Section: Resultsmentioning

confidence: 99%

Exploring global trends and future directions in advertising research: A focus on consumer behavior

et al. 2023

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“…There has been an interesting growth in understanding the non-verbal responses of emotional status toward advertising by using neuroscience methods such as fMRI, EEG, fNIRS [ 31 , 51 , 79 , 80 , 81 , 82 ]. For example, Plichta, et al [ 45 ] conducted an fNIRS experiment to investigate the detection of sensory activity by measuring emotional signals in the auditory field.…”

Section: Resultsmentioning

confidence: 99%

“…The findings revealed that brands linked with interactive ads attract more automatic attention. Boscolo, et al [ 81 ] conducted an experiment using ET and questionnaires to investigate differences in the visual attention between genders (male and female), toward print ads. Their findings revealed that there is difference in visual attention in the case of male, while no differences were noticed in the case of females.…”

Section: Resultsmentioning

confidence: 99%

Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

Alsharif

Salleh

Al-Zahrani

et al. 2022

Behavioral Sciences

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In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009–2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study’s findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health.

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“…Besides, the study by Boscolo et al (2020) indicated that there is no statistical difference between gender regarding visual attention to the text within advertisements. Thus, considering that the study by Li et al (2016) suggests that young men and women have higher visual attention to single textual messages within photographs than to multiple textual messages, it is expected that the same might be applied to sponsorship disclosures presented as a single textual message in Instagram native advertisements.…”

Section: Visual Attention For Sponsorship Disclosure In Native Advert...mentioning

confidence: 94%

Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?

Rocha

Lourenção

Teixeira

et al. 2023

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Purpose This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer. Design/methodology/approach A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data. Findings The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements. Research limitations/implications This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them. Practical implications The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience. Originality/value To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.

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Gender differences: visual attention and attitude toward advertisements

Cited by 16 publications

References 38 publications

Exploring global trends and future directions in advertising research: A focus on consumer behavior

Exploring global trends and future directions in advertising research: A focus on consumer behavior

Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?

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