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DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT

Year 2017, Volume: 2 Issue: 2, 183 - 200, 06.12.2017

Abstract

Manifesting the perceptual and cognitive differences between men and women is of key importance for the disciplines of marketing and consumer behavior, specifically in addressing the needs and demands of the target market in the most accurate way and establishing effective communications with them. In this study, we aim to determine the visual fixation differences between men and women through advertising images, and to identify which elements and regions of the visuals are of greater importance in reaching the male and female consumers. Even though the the previous studies in different disciplines report findings about this tendency, the number of studies in the marketing field in which these differences have been tested on advertisements is rather limited. Considering this gap in the literature, the findings of the eye-tracking study conducted with 117 participants reveal that, visual fixation patterns of men and women are different, and they tend to focus on different items in the visuals. The use of these findings in the design of marketing communications may have important consequences in enhancing communication effectiveness.

References

  • Alexander, G. M., Wilcox, T. ve Woods, R. (2009). Sex Differences in Infants’ Visual Interest in Toys. Archives Of Sexual Behavior, 38(3), 427-433.
  • Armony, J. L. ve Sergerie, K. (2007). Own-Sex Effects in Emotional Memory for Faces. Neuroscience Letters, 426(1), 1-5.
  • Bayliss, A. P., Pellegrino, G. D. ve Tipper, S. P. (2005). Sex Differences in Eye Gaze and Symbolic Cueing of Attention. The Quarterly Journal of Experimental Psychology, 58(4), 631-650.
  • Bell, E. C., Willson, M. C., Wilman, A. H., Dave, S. ve Silverstone, P. H. (2006). Males and Females Differ in Brain Activation During Cognitive Tasks. Neuroimage, 30(2), 529-538.
  • Burkart, J. M., Hrdy, S. B. and Van Schaik, C. P. (2009). Cooperative Breeding and Human Cognitive Evolution. Evolutionary Anthropology: Issues, News, and Reviews, 18(5), 175-186.
  • Chandon, P., Hutchinson, W. ve Young, S. (2002). Do We Know what We Look At?: An Eye-tracking Study of Visual Attention and Memory for Brands at the Point of Purchase, 1, 2-41. Insead.
  • Chandon, P., Hutchinson, J. W., Bradlow, E. T. ve Young, S. H. (2009). Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1-17.
  • Connellan, J., Baron-Cohen, S., Wheelwright, S., Batki, A. ve Ahluwalia, J. (2000). Sex Differences in Human Neonatal Social Perception. Infant Behavior and Development, 23(1), 113-118.
  • Connor, J. M. ve Serbin, L. A. (1977). Behaviorally Based Masculine-and Feminine-Activity-Preference Scales for Preschoolers: Correlates with Other Classroom Behaviors and Cognitive Tests. Child Development, 1411-1416.
  • Cross, J. F., Cross, J.ve Daly, J. (1971). Sex, Race, Age, and Beauty as Factors in Recognition of Faces. Attention, Perception, & Psychophysics, 10(6), 393-396.
  • Djamasbi, S., Tullis, T., Hsu, J., Mazuera, E., Osberg, K. ve Bosch, J. (2007). Gender Preferences in Web Design: Usability Testing through Eye Tracking. AMCIS 2007 Proceedings, 133.
  • Eisenberg, N., Murray, E. ve Hite, T. (1982). Children's Reasoning Regarding Sex-Typed Toy Choices. Child Development, 81-86.
  • Fox, R. J., Krugman, D. M., Fletcher, J. E., ve Fischer, P. M. (1998). Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings. Journal of Advertising, 27, 57-68.
  • Graham, D. J. ve Jeffery, R.W. (2012). Predictors of Nutrition Label Viewing During Food Purchase Decision Making: An Eye Tracking Investigation. Public Health Nutrition, 15(2), 189-197.
  • Herlitz, A., Nilsson, L. G. ve Bäckman, L. (1997). Gender Differences in Episodic Memory. Memory & Cognition, 25(6), 801-811.
  • Kaplan, H. B. (1978). Sex Differences in Social Interest. Journal of Individual Psychology, 34(2), 206–209.
  • Kimura, D. (1992). Sex Differences in the Brain. Scientific American, 267(3), 118-125.
  • Kimura, D. (1996). Sex, Sexual Orientation and Sex Hormones Influence Human Cognitive Function. Current Opinion in Neurobiology, 6(2), 259-263.
  • Lewin, C. ve Herlitz, A. (2002). Sex Differences in Face Recognition—Women’s Faces Make the Difference. Brain and Cognition, 50(1), 121-128.
  • Lohse, G. L. (1997). Consumer Eye Movement Patterns on Yellow Pages Advertising. Journal of Advertising, 26(1), 61-73.
  • Lutchmaya, S. ve Baron-Cohen, S. (2002). Human Sex Differences in Social and Non-Social Looking Preferences, at 12 Months of Age. Infant Behavior and Development, 25(3), 319-325.
  • Lutchmaya, S., Baron-Cohen, S. ve Raggatt, P. (2002). Foetal Testosterone and Eye Contact in 12-Month-Old Human Infants. Infant Behavior and Development, 25(3), 327-335.
  • Martin, C. L., Ruble, D. N. ve Szkrybalo, J. (2002). Cognitive Theories of Early Gender Development. Psychological Bulletin, 128(6), 903.
  • McClure, E. B. (2000). A Meta-Analytic Review of Sex Differences in Facial Expression Processing and Their Development in Infants, Children, and Adolescents. Psychological Bulletin, 126(3), 424-453.
  • McGuinness, D. ve Symonds, J. (1977). Sex Differences in Choice Behaviour: The Object-Person Dimension. Perception, 6(6), 691-694.
  • Moss, G. ve Colman, A. M.(2001). Choices and Preferences: Experiments on Gender Differences. Brand Management, 9(2), 89-98.
  • Moss, G., Gunn, R. ve Heller, J. (2006). Some Men Like It Black, Some Women Like It Pink: Consumer Implications of Differences in Male and Female Website Design. Journal of Consumer Behavior, 5(4), 328-341.
  • Orquin, J. ve Scholderer J. (2011). Attention to Health Cues on Product Packages, http://recil.grupolusofona.pt/handle/10437/2311
  • Pieters, R. ve Warlop, L. (1999). Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation. International Journal of Research in Marketing, 16(1), 1-16.
  • Pieters, R., Warlop, L. ve Wedel, M. (2002). Breaking through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765-781.
  • Rayner, K. (1998). Eye Movements in Reading and Information Processing: 20 Years of Research. Psychological Bulletin, 124(3), 372.
  • Robert, M. ve Heroux, G. (2004). Visuo‐Spatial Play Experience: Forerunner of Visuo‐Spatial Achievement in Preadolescent and Adolescent Boys and Girls? Infant and Child Development, 13(1), 49-78.
  • Robert, M. ve Ohlmann, T. (1994). Water-Level Representation by Men and Women as A Function of Rod-and-Frame Test Proficiency and Visual and Postural Information. Perception, 23(11), 1321-1333.
  • Russo, J. E. ve Leclerc, F. (1994). An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables. Journal of Consumer Research, 21(2), 274-290.
  • Schotter, E. R., Berry, R. W., McKenzie, C. R. ve Rayner, K. (2010). Gaze Bias: Selective Encoding and Liking Effects. Visual Cognition, 18(8), 1113-1132.
  • Stewart, A. J., Pickering, M. J. ve Sturt, P. (2004). Using Eye Movements During Reading as an Implicit Measure of the Acceptability of Brand Extensions. Applied Cognitive Psychology, 18(6), 697-709.
  • Taylor, M. J., Itier, R. J., Allison, T. ve Edmonds, G. E. (2001). Direction of Gaze Effects on Early Face Processing: Eyes-Only versus Full Faces. Cognitive Brain Research, 10(3), 333-340.
  • Tedesco, D., Chadwick-Dias, A. ve Tullis, T. (2004). Demographic Differences in Preferred Web Site Content. Aging by Design. Presentation at Bentley College, Waltham, Massachusetts. Raaij, W. (1977). Consumer Information Processing for Different Information Structures and Formats. ACR North American Advances.
  • Vogt, P. (2002). The Physical Symbol Grounding Problem. Cognitive Systems Research, 3(3), 429-457.
  • Wedel, M. ve Pieters, R. (2000). Eye Fixations on Advertisements and Memory for Brands: A Model and Findings. Marketing Science, 19(4), 297-312.
  • Wedel, M. ve Pieters, R. (2008). A Review of Eye-Tracking Research in Marketing. in Review of Marketing Research (123-147). Emerald Group Publishing Limited.
  • Wegesin, D. J. (1998). Relation Between Language Lateralisation and Spatial Ability in Gay and Straight Women and Men. Laterality: Asymmetries of Body, Brain and Cognition, 3(3), 227-239.
  • Wright, D. B. ve Sladden, B. (2003). An Own Gender Bias and the Importance of Hair in Face Recognition. Acta Psychologica, 114(1), 101-114.

GÖRSEL ODAKLANMADA KADIN VE ERKEKLER ARASI FARKLILIKLAR: BASILI REKLAM GÖRSELLERİ ÜZERİNE BİR ÇALIŞMA

Year 2017, Volume: 2 Issue: 2, 183 - 200, 06.12.2017

Abstract

Kadınlar ve erkekler arasındaki algısal ve bilişsel farklılıkların ortaya konulması, pazarlama ve tüketici davranışları disiplinleri açısından büyük önem taşımakta, hedef kitlenin istek ve ihtiyaçlarına en doğru şekilde hitap edebilmek ve etkin bir iletişim kurabilmek için anahtar rol oynamaktadır. Bu çalışmada, reklam görselleri üzerinden kadın ve erkekler arasındaki görsel odaklanma farklılıklarının ve dolayısı ile kadın ve erkek tüketicilere ulaşmada görsellerin hangi öğelerinin ve bölgelerinin daha büyük önem teşkil ettiğinin tespit edilmesi amaçlanmıştır. Farklı alanlarda yapılmış önceki çalışmalarda, kadın ve erkeklerin bu eğilimlerine ilişkin bulgulara rastlanmakla birlikte, bu farklılıkların pazarlama alanında ve reklam görselleri üzerinde test edildiği çalışmaların sayısı oldukça kısıtlıdır. Literatürdeki bu eksiklik göz önüne alınarak, 117 katılımcı ile gerçekleştirilen göz tarama (eye-tracking) çalışması sonucunda, kadın ve erkeklerin odaklanma örüntülerinin farklı olduğu ve farklı görsel öğelere odaklanma eğilimi gösterdikleri tespit edilmiştir. Bu bulguların pazarlama iletişimi tasarımında kullanılması iletişim etkinliğinin arttırılması açısından son derece önemli sonuçlar doğurabilecek niteliktedir.


References

  • Alexander, G. M., Wilcox, T. ve Woods, R. (2009). Sex Differences in Infants’ Visual Interest in Toys. Archives Of Sexual Behavior, 38(3), 427-433.
  • Armony, J. L. ve Sergerie, K. (2007). Own-Sex Effects in Emotional Memory for Faces. Neuroscience Letters, 426(1), 1-5.
  • Bayliss, A. P., Pellegrino, G. D. ve Tipper, S. P. (2005). Sex Differences in Eye Gaze and Symbolic Cueing of Attention. The Quarterly Journal of Experimental Psychology, 58(4), 631-650.
  • Bell, E. C., Willson, M. C., Wilman, A. H., Dave, S. ve Silverstone, P. H. (2006). Males and Females Differ in Brain Activation During Cognitive Tasks. Neuroimage, 30(2), 529-538.
  • Burkart, J. M., Hrdy, S. B. and Van Schaik, C. P. (2009). Cooperative Breeding and Human Cognitive Evolution. Evolutionary Anthropology: Issues, News, and Reviews, 18(5), 175-186.
  • Chandon, P., Hutchinson, W. ve Young, S. (2002). Do We Know what We Look At?: An Eye-tracking Study of Visual Attention and Memory for Brands at the Point of Purchase, 1, 2-41. Insead.
  • Chandon, P., Hutchinson, J. W., Bradlow, E. T. ve Young, S. H. (2009). Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1-17.
  • Connellan, J., Baron-Cohen, S., Wheelwright, S., Batki, A. ve Ahluwalia, J. (2000). Sex Differences in Human Neonatal Social Perception. Infant Behavior and Development, 23(1), 113-118.
  • Connor, J. M. ve Serbin, L. A. (1977). Behaviorally Based Masculine-and Feminine-Activity-Preference Scales for Preschoolers: Correlates with Other Classroom Behaviors and Cognitive Tests. Child Development, 1411-1416.
  • Cross, J. F., Cross, J.ve Daly, J. (1971). Sex, Race, Age, and Beauty as Factors in Recognition of Faces. Attention, Perception, & Psychophysics, 10(6), 393-396.
  • Djamasbi, S., Tullis, T., Hsu, J., Mazuera, E., Osberg, K. ve Bosch, J. (2007). Gender Preferences in Web Design: Usability Testing through Eye Tracking. AMCIS 2007 Proceedings, 133.
  • Eisenberg, N., Murray, E. ve Hite, T. (1982). Children's Reasoning Regarding Sex-Typed Toy Choices. Child Development, 81-86.
  • Fox, R. J., Krugman, D. M., Fletcher, J. E., ve Fischer, P. M. (1998). Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings. Journal of Advertising, 27, 57-68.
  • Graham, D. J. ve Jeffery, R.W. (2012). Predictors of Nutrition Label Viewing During Food Purchase Decision Making: An Eye Tracking Investigation. Public Health Nutrition, 15(2), 189-197.
  • Herlitz, A., Nilsson, L. G. ve Bäckman, L. (1997). Gender Differences in Episodic Memory. Memory & Cognition, 25(6), 801-811.
  • Kaplan, H. B. (1978). Sex Differences in Social Interest. Journal of Individual Psychology, 34(2), 206–209.
  • Kimura, D. (1992). Sex Differences in the Brain. Scientific American, 267(3), 118-125.
  • Kimura, D. (1996). Sex, Sexual Orientation and Sex Hormones Influence Human Cognitive Function. Current Opinion in Neurobiology, 6(2), 259-263.
  • Lewin, C. ve Herlitz, A. (2002). Sex Differences in Face Recognition—Women’s Faces Make the Difference. Brain and Cognition, 50(1), 121-128.
  • Lohse, G. L. (1997). Consumer Eye Movement Patterns on Yellow Pages Advertising. Journal of Advertising, 26(1), 61-73.
  • Lutchmaya, S. ve Baron-Cohen, S. (2002). Human Sex Differences in Social and Non-Social Looking Preferences, at 12 Months of Age. Infant Behavior and Development, 25(3), 319-325.
  • Lutchmaya, S., Baron-Cohen, S. ve Raggatt, P. (2002). Foetal Testosterone and Eye Contact in 12-Month-Old Human Infants. Infant Behavior and Development, 25(3), 327-335.
  • Martin, C. L., Ruble, D. N. ve Szkrybalo, J. (2002). Cognitive Theories of Early Gender Development. Psychological Bulletin, 128(6), 903.
  • McClure, E. B. (2000). A Meta-Analytic Review of Sex Differences in Facial Expression Processing and Their Development in Infants, Children, and Adolescents. Psychological Bulletin, 126(3), 424-453.
  • McGuinness, D. ve Symonds, J. (1977). Sex Differences in Choice Behaviour: The Object-Person Dimension. Perception, 6(6), 691-694.
  • Moss, G. ve Colman, A. M.(2001). Choices and Preferences: Experiments on Gender Differences. Brand Management, 9(2), 89-98.
  • Moss, G., Gunn, R. ve Heller, J. (2006). Some Men Like It Black, Some Women Like It Pink: Consumer Implications of Differences in Male and Female Website Design. Journal of Consumer Behavior, 5(4), 328-341.
  • Orquin, J. ve Scholderer J. (2011). Attention to Health Cues on Product Packages, http://recil.grupolusofona.pt/handle/10437/2311
  • Pieters, R. ve Warlop, L. (1999). Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation. International Journal of Research in Marketing, 16(1), 1-16.
  • Pieters, R., Warlop, L. ve Wedel, M. (2002). Breaking through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765-781.
  • Rayner, K. (1998). Eye Movements in Reading and Information Processing: 20 Years of Research. Psychological Bulletin, 124(3), 372.
  • Robert, M. ve Heroux, G. (2004). Visuo‐Spatial Play Experience: Forerunner of Visuo‐Spatial Achievement in Preadolescent and Adolescent Boys and Girls? Infant and Child Development, 13(1), 49-78.
  • Robert, M. ve Ohlmann, T. (1994). Water-Level Representation by Men and Women as A Function of Rod-and-Frame Test Proficiency and Visual and Postural Information. Perception, 23(11), 1321-1333.
  • Russo, J. E. ve Leclerc, F. (1994). An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables. Journal of Consumer Research, 21(2), 274-290.
  • Schotter, E. R., Berry, R. W., McKenzie, C. R. ve Rayner, K. (2010). Gaze Bias: Selective Encoding and Liking Effects. Visual Cognition, 18(8), 1113-1132.
  • Stewart, A. J., Pickering, M. J. ve Sturt, P. (2004). Using Eye Movements During Reading as an Implicit Measure of the Acceptability of Brand Extensions. Applied Cognitive Psychology, 18(6), 697-709.
  • Taylor, M. J., Itier, R. J., Allison, T. ve Edmonds, G. E. (2001). Direction of Gaze Effects on Early Face Processing: Eyes-Only versus Full Faces. Cognitive Brain Research, 10(3), 333-340.
  • Tedesco, D., Chadwick-Dias, A. ve Tullis, T. (2004). Demographic Differences in Preferred Web Site Content. Aging by Design. Presentation at Bentley College, Waltham, Massachusetts. Raaij, W. (1977). Consumer Information Processing for Different Information Structures and Formats. ACR North American Advances.
  • Vogt, P. (2002). The Physical Symbol Grounding Problem. Cognitive Systems Research, 3(3), 429-457.
  • Wedel, M. ve Pieters, R. (2000). Eye Fixations on Advertisements and Memory for Brands: A Model and Findings. Marketing Science, 19(4), 297-312.
  • Wedel, M. ve Pieters, R. (2008). A Review of Eye-Tracking Research in Marketing. in Review of Marketing Research (123-147). Emerald Group Publishing Limited.
  • Wegesin, D. J. (1998). Relation Between Language Lateralisation and Spatial Ability in Gay and Straight Women and Men. Laterality: Asymmetries of Body, Brain and Cognition, 3(3), 227-239.
  • Wright, D. B. ve Sladden, B. (2003). An Own Gender Bias and the Importance of Hair in Face Recognition. Acta Psychologica, 114(1), 101-114.
There are 43 citations in total.

Details

Subjects Business Administration
Journal Section Makaleler
Authors

Dicle Yurdakul

Yener Girişken This is me

Publication Date December 6, 2017
Published in Issue Year 2017 Volume: 2 Issue: 2

Cite

APA Yurdakul, D., & Girişken, Y. (2017). DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT. Marmara Business Review, 2(2), 183-200.
AMA Yurdakul D, Girişken Y. DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT. Marmara Bus. Rev. December 2017;2(2):183-200.
Chicago Yurdakul, Dicle, and Yener Girişken. “DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT”. Marmara Business Review 2, no. 2 (December 2017): 183-200.
EndNote Yurdakul D, Girişken Y (December 1, 2017) DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT. Marmara Business Review 2 2 183–200.
IEEE D. Yurdakul and Y. Girişken, “DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT”, Marmara Bus. Rev., vol. 2, no. 2, pp. 183–200, 2017.
ISNAD Yurdakul, Dicle - Girişken, Yener. “DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT”. Marmara Business Review 2/2 (December 2017), 183-200.
JAMA Yurdakul D, Girişken Y. DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT. Marmara Bus. Rev. 2017;2:183–200.
MLA Yurdakul, Dicle and Yener Girişken. “DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT”. Marmara Business Review, vol. 2, no. 2, 2017, pp. 183-00.
Vancouver Yurdakul D, Girişken Y. DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT. Marmara Bus. Rev. 2017;2(2):183-200.