AN ANALYSIS OF VOTERS’ PERCEPTION OF VISUAL ADVERTISEMENTS WITH RESPECT TO NEUROMARKETING APPROACH

Year 2018, Volume: 7 Issue: 3, 237 - 258, 30.09.2018

Ahmed Al-burai Sebnem Burnaz Yener Girisken

Abstract

Purpose-
The study aims to offer better understanding of individuals’ perceptions in
term of their eye gazes and fixations toward printed advertisements’ design in
political marketing context. It is targeted to investigate both ‘focus
selection’ -what the voter chooses to gaze at- and ‘focus engagement’ -the time
a voter spends gazing at the components of the advertisement-.

Methodology-
The study uses eye-tracking techniques in gaze plots’ measurement as novel
methods that may radically change tendencies in the political advertising field
mainly when designing the logo, claim, and photo of printed advertisements.

Findings-
The findings highlight that voters have
significant difference in their visual attention on areas of interests (AOI) as
claim, logo, and photo of the printed political advertisements based on their
gender.

Conclusion- The participants
have a clear tendency to quickly gaze at the claim of the visual stimuli, then
at the photo of the leader and lastly to the logo of the party. Also, it is
found that the participants have a tendency to focus their gazes at the claim
of the visual stimuli more than the photo and logo.

Keywords

Political advertising, eye tracking, logo, claim, photo

References

• Aribarg, A., Pieters, R., Wedel, M. (2010). Raising the BAR: bias adjustment of recognition tests in advertising. Journal of Marketing Research, 47, 387–400.
• Atalay, A. S., Bodur, H. O., Rasolofoarison, D. (2012). Shining in the center: central gaze cascade effect on product choice. Journal of Consumer Research, 39, 848–866.
• Batki, A., Baron-Cohen, S., Wheelwright, S., Con- nellan, J., Ahluwalia, J. (2000). Is there an innate gaze module? Evidence from human ne- onates. Infant Behavior & Development, 23, 223–229. http://dx.doi.org/10.1016/S0163- 6383(01)00037-6
• Berger, S., Wagner, U., Schwand, C. (2012). Assessing advertising effectiveness: The potential of goal-directed behavior. Psychology and Marketing, 29(6), 411–421.
• Boerman, S. C., Van Reijmersdal, E. A., Neijens, P. C. (2012a). Sponsorship disclosure: effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62 (6), 1047–64.
• Breuer, R., Brettel, M. (2012). Short- and long-term effects of online advertising: differences between new and existing customers. Journal of Interactive Marketing, 26, 155–166.
• Calvo, M. G., Lang, P. J. (2004). Gaze patterns when looking at emotional pictures: motivationally biased attention. Motivation and Emotion, 28(3), 221–243.
• Campbell, G. M., Verlegh, P. W. J. (2013). Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response. Journal of Consumer Psychology, 23 (4), 483–95.
• Cwalina, W., Falkowski, A. (2000). Psychological mechanisms of political persuasion: the influence of political advertising on voting behavior. Polish Psychological Bulletin, Vol. 31, pp. 203-22.
• Cwalina, W., Falkowski, A. (2003). Advertising and the image of politicians. National elections in Poland, France, and Germany. In Hansen, F. and Christensen, L.B. (Eds), Branding and Advertising, Copenhagen Business School Press, Copenhagen, pp. 205-31.
• Cwalina, W., Falkowski, A., Kaid, L.L. (2000). Role of advertising in forming the image of politicians: comparative analysis of Poland, France, and Germany. Media Psychology, Vol. 2, pp. 119-46.
• Cwalina, W., Falkowski, A., Kaid, L.L. (2005). Advertising and the image of politicians in evolving and established democracies: comparative study of the Polish and the US presidential elections in 2000. Journal of Political Marketing, Vol. 4, pp. 19-44.
• Dane, S. and A. Erzurumluoglu, 2003. Sex and handedness differences in eye-hand visual reaction times in handball players. Int. J. Neurosci., 113: 923-929. DOI: 10.1080/00207450390220367
• Dreze, X., Hussherr, F. X. (2003). Internet advertising: is anybody watching? Journal of Interactive Marketing, 17, 8–23.
• Falkowski, A., Cwalina, W. (1999). Methodology of constructing effective political advertising: an empirical study of the Polish presidential election in 1995. in Newman, B.I. (Ed.), Handbook of Political Marketing, Sage Publications, Thousand Oaks, CA pp. 283-304.
• Falkowski, A., Cwalina, W. (2002). Structural models of voter behavior in the 2000 Polish presidential election. Journal of Political Marketing, Vol. 1, pp. 137-58.
• Fox, R. J., Krugman, D. M., Fletcher, J. E., Fischer, P. M. (1998). Adolescents' attention to beer and cigarette print ads and associated product warnings. Journal ofAdvertising T7, 3 (1998): 57-68.
• Hastings, G. B., Aitken, P. P. (1995). Tobacco advertising and children′s smoking: a review of the evidence. European Journal of Marketing, Vol. 29 Issue: 11, pp.6-17.
• Hall, J. A. (1978). Gender effects in decoding nonverbal cues. Psychological Bulletin, 85, 845–857.
• Hall, J. A. (1984). Nonverbal sex differences: communication accuracy and expressive style. Baltimore: Johns Hopkins University Press.
• Hall, J. A., Matsumoto, D. (2004). Gender differences in judgments of multiple emotions from facial expressions. Emotion, 4, 201 206.
• Hall, J. A., Carter, J. D., Horgan, T. G. (2000). Gender differences in the nonverbal communication of emotion. In A. H. Fischer (Ed.), Gender and emotion: Social psychological perspectives (pp. 97–117). Paris: Cambridge University Press.
• Hall, J. K., Hutton, S. B., Morgan, M. J. (2010) Sex differences in scanning faces: does attention to the eyes explain female superiority in facial expression recognition? Cognition and Emotion, 24 (4), pp. 629-637
• Hyun, Y. J., Gentry, J. W., Chanwook, P., Sunkyu, J. (2006). An investigation of newspaper ad memory as affect context involvement and ad size—a Korean case. Journal of Current Issues & Research in Advertising, 28, 45–56.
• Itier, R. J., Villate, C., Ryan, J. D. (2007). Eyes always attract attention but gaze orienting is task- dependent: evidence from eye movement monitor- ing. Neuropsychologia, 45, 1019–1028. http://dx .doi.org/10.1016/j.neuropsychologia.2006.09.004
• Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25, 290–301.

• Janiszewski, Chris (1998). The influence of display characteristics on exploratory visual search behavior. Journal of Consumer Research, 25 (December), 290–301.
• Johansson, R., Holsanova, J., Holmqvist, K. (2006). Pictures and spoken descriptions elicit similar eye movements during mental imagery, both in light and in complete darkness. Cognitive Science, 30, 1053–1079.
• Kano, F., Call, J. (2014). Cross-species variation in gaze following and conspecific preference among great apes, human infants and adults. Animal Be- haviour, 91, 137–150. http://dx.doi.org/10.1016/j .anbehav.2014.03.011
• Koshino, H., Kana, R. K., Keller, T. A., Cherkassky, V. L., Minshew, N. J., Just, M. A. (1991). fMRI investigation of working memory for faces in autism: visual coding and underconnectivity with frontal areas. Cerebral cortex (New York, NY : 1991).
• Krugman, D. M., Fox, R. J., Fletcher, J. E., Fischer, P. M. Rojas, T. H. (1994). Do adolescents attend to warnings in cigarette advertising? An eye-tracking approach. Journal of Advertising Research, 34, 39–52.
• Kuppens, P., Tuerlinckx, F., Russell, J. A., Barrett, L. F. (2013). The relation between valence and arousal in subjective experience. Psychological Bulletin, 139(4), 917–940.
• Lambourne, K. (2006). The relationship between working memory capacity and physical activity rates in young adults. J. Sports Sci. Med., 5: 149-153.
• Lang, A. (2000). The limited capacity model of mediated message process. Journal of Communication, 50, 1 (2000), 46–70.
• Lohse, G. L., Wu, D. J. (2001). Consumer eye movement patterns on Chinese Yellow Page advertising. Journal of Advertising, 26, 61–73.
• Marotta, A., Casagrande, M., Lupiáñez, J. (2013). Object-based attentional effects in response to eye- gaze and arrow cues. Acta Psychologica, 143, PERCEIVED GAZE DIRECTION MODULATES AD MEMORIZATION 317–321. http://dx.doi.org/10.1016/j.actpsy.2013
• Maughan, L., Gutnikov, S., Stevens, R. (2007). Like more, look more. Look more, like more: the evidence from eye-tracking. Brand Management, 14(4), 335–342.
• Maughan, L., Gutnikov, S., Stevens, R. (2007). Like more, look more. Look more, like more: the evidence from eye-tracking. Brand Management, 14(4), 335–342.
• Maughan, L., Gutnikov, S., & Stevens, R. (2007). Like more, look more. Look more, like more: The evidence from eye-tracking. Brand Management, 14(4), 335–342.
• Molosavljevic, M., Cerf, M. First attention then intention: Insights from computational neuroscience of vision. International Journal of Advertising, 27, 3 (2008), 381–398.
• Ooms, K., Dupont, L., Lapon, L., Popelka, S. (2015). Accuracy and precision of fixation locations recorded with the low-cost eye tribe tracker in different experimental set-ups. Journal of Eye Movement Research, 8 (4), 1–24
• Pieters, R., Wedel, M., Batra, R. (2010). The stopping power of advertising: measures and effects of visual complexity. Journal of Marketing, 74, 5, pp 48–60
• Pieters, R., Wedel, M. (2004). Attention capture and transfer in advertising: brand, pictorial, and text-size effects. Journal of Marketing, 68, 2, pp 36–50
• Pieters, R., Wedel, M. (2007). Goal control of attention to advertising: the Yarbus implication. Journal of Consumer Research, 34, 2, pp 224–233
• Pieters, R., Wedel, M., Batra, R. (2010). The stopping power of advertising: measures and effects of visual complexity. Journal of Marketing, 74, 48–60.
• Pieters, R., Wedel, M. (2004). Attention capture and transfer in advertising: brand, pictorial, and text-size effects. Journal of Marketing, 68 (April), 36–50.
• Pollay, R. W., Siddarth, S., Siegel, M., Haddix, A., Merrit, R. K., Giovino, G. A., Eriksen, M. P.
• Poole, A., Ball, L. (2005). Eye tracking in HCI and usability research. In C. Ghaoui (Ed.), Encyclopedia of consumer interaction (pp. 211–219).
• Purucker, C., Landwehr, J. R., Sprott, D. E., Herrmann, A. (2013). Clustered insights: improving eye tracking data analysis using scan statistics. International Journal of Market Research, 55 (1), 105–30.
• Rayner, K., Rotello, C., Stewart, A., Duffy, S. (2001). Integrating text and pictorial information: eye movements when looking at print advertisements. Journal of Experimental Psychology: Applied 7(3): 219–226.
• Rayner, K., Miller, B., Rotello, C. M. (2008). Eye movements when looking at print advertisements: the goal of the view matters. Applied Cognitive Psychology, 22(5), 697–707.
• Rosbergen, E., Pieters, R., Wedel, M. (1997). Visual attention to advertising: a segment- level analysis. Journal of consumer research, 24 (December): 305-314.
• Rotter, N. G., Rotter, G. S. (1988). Sex differences in the encoding and decoding of negative facial emotions. Journal of Nonverbal Behavior, 12(2), 139
• Rutter, M. (1994). Beyond longitudinal data: causes, consequences, changes, and continuity. Journal of Consulting and Clinical Psychology, 62, 928-940.
• Sajjacholapunt, P., Ball, L. J. (2014). The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness. Frontiers in Psychology, 5, 166.
• Sather, L., Van Belle, W., Laeng, B., Brennen, T., Øvervoll, M. (2009). Anchoring gaze when categorizing faces’ sex: evidence from eye-tracking data. Vision Research, 49, 2870–2880. http://dx .doi.org/10.1016/j.visres.2009.09.001
• Senju, A., Hasegawa, T. (2005). Direct gaze captures visuospatial attention. Visual Cognition, 12, 127–144. http://dx.doi.org/10.1080/ 13506280444000157
• Senju, A., Hasegawa, T. (2005). Direct gaze captures visuospatial attention. Visual Cognition, 12, 127–144. http://dx.doi.org/10.1080/ 13506280444000157
• Shikhman, M. (2007). Age, gender, general intelligence and educational level influences on working memory. 1st Edn., City University of New York, USA., ISBN-10: 0549267816, pp: 107.
• Smit, E. G., Neijens, P. C., Heath, R. (2013). The differential effects of position, ad and reader characteristics on readers' processing of newspaper ads. International Journal of Advertising 32, 1 (2013): 65-84.
• Strasburger, V. C. (1995). Adolescents and the media: medical and psychological impact. Developmental Clinical Psychology and Psychiatry. Vol. 33. Thousands Oaks, CA: Sage.
• Tellis, G. J., Chandy, R. K., MacInnis, D., Thaivanich, P. (2005). Modeling the microeffects of television advertising: which ad works, when, where, for how long, and why? Marketing Science, 24, 359–366.
• Thaivanich Breuer, R., Brettel, M., Engelen A. (2011). Incorporating long-term effects in determining the effectiveness of different types of online advertising. Marketing Letters, 22, 327–340.
• Tobii eye tracking: An introduction to eye tracking and Tobii Eye Trackers. White Paper, Tobii Technology, Danderyd, Sweden, January 27, 2010 (available at www.scribd.com/doc/25907389/Tobii-Eye-Tracking-An- introduction-to-eye-tracking-and-Tobii-Eye-Tracker).
• Van Reijmersdal, E. A., Tutaj, K., Boerman, S. C. (2013). The effects of brand placement disclosures on skepticism and brand memory. Communications. The European Journal of Communication Research, 38 (2), 127–47.
• Vertegaal, R. (2008). A Fitts Law comparison of eye tracking and manual input in the selection of visual targets. 241-248. 10.1145/1452392.1452443.
• Vinette, C., Gosselin, F., Schyns, P. G. (2004). Spatio-temporal dynamics of face recognition in a flash: it’s in the eyes. Cognitive Science, 28, 289– 301.
• Wagner, U., Schwand, C. (2012). Assessing advertising effectiveness: the potential of goal-directed behavior. Psychology and Marketing, 29(6), 411–421.
• Wedel, M., Pieters, R. A. (2007). Review of eye-tracking research in marketing. In N. Malhotra (ed.), review of marketing research. Armonk, NY: M.E. Sharpe, 2007, pp. 123–147.
• Wilkinson, K. M., Mitchell, T. (2017). Eye tracking research to answer questions about augmentative and alternative communication assessment and intervention. Augmentative and alternative communication (Baltimore, Md. : 1985) 30.2 (2014): 106–119. PMC. Web. 1 May 2018.
• Yaveroglu, I., Donthu, N. (2008). Advertising repetition and placement issues in on-line environments. Journal of Advertising, 37, 2 (2008), 31–43.
• Yoo, C., Kim, K., Stout, P. (2004). Assessing the effects of animation in online banner advertising: hierarchy of effects model. Journal of Interactive Advertising 4(2): 49–60.