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The Effect of Human Images in Advertisements on Consumer Attention by Product Type and Gender: An Eye-Tracking Study

Yıl 2021, Cilt: 14 Sayı: 2, 329 - 358, 18.05.2021
https://doi.org/10.15659/ppad.14.2.267

Öz

In today’s competitive marketing environment getting through the clutter to get the customer’s attention is very important. It could be said that the first purpose of a successful advertisement is to get the attention of the consumer since it would not be possible to talk about purchase motivation without establishing the attention of the consumer. For this purpose, having a better understanding of the factors that have the potential to make advertisements more attractive is important. Thus, the purpose of this study was to identify if the usage of human images in advertisements changed areas of interest towards advertisements and if gender and the advertised product type (hedonic or utilitarian) influenced the findings. For this purpose, an eye-tracking technique was carried out on 42 volunteers. Findings suggested that the use of human images for hedonic product advertisements shorten the time to the first fixation; however, it has been determined that visual elements without human images for utilitarian product advertisements have been noticed more quickly for both female and male participants. Thus, it may be more effective to design hedonistic product advertisements by using human images and utilitarian product advertisements without human images. The usage of human image plays a distraction role for utilitarian product advertisements.

Kaynakça

  • A. Finn. (1988). Print Ad Recognition Readership Scores: An Information Processing Perspective, Journal of Marketing Research. 25. 168-177.
  • Aga Bojko, (2013). Eye Tracking the User Experience: A Practical Guide to Research. Book.
  • Al-Burai, A., Burnaz, S. and Girisken, Y. (2018). An Analysis of Voters’ Perception of Visual Advertisements with Respect to Neuromarketing Approach. Journal of Business Economics and Finance (JBEF). 7(3): 237-258.
  • Ayn E. C. and Eric R. Spangenberg and Kevin R. Hughes (1992), Measuring the Hedonic and Utilitarian Dimensions of Attitudes toward Product Categories. Marketing Letters, 3(3): 239-249.
  • Babin, B. J., Dardfun. W.R. and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. The Journal of Consumer Research, 20(4): 644-656.
  • Baek, E. and Choo, H. (2015). Effects of Peer Consumption on Hedonic Purchase Decisions. Social Behavior and Personality: An International Journal. 43.
  • Batra R. and Olli T. A. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, 2(2): 159-170.
  • Beh, C., and Badni, K. (2010). Eye-Tracking Experiment to Test Key Emerging Principles of Visual Communication of Technology. 1–19.
  • Bolls, P. and Muehling, D. (2007). The Effects of Dual-Task Processing on Consumers’ Responses to High and Low-Imagery Radio Advertisements. Journal of Advertising - J Advertising. 36. 35-47.
  • Brunel, F. F. and Nelson, M. R. (2003). Message Order Effects and Gender Differences in Advertising Persuasion. Journal of Advertising Research. 43(3): 330–341.
  • Chang, Klarissa; Chen, Wen and Tan, Boon Yeow. (2012). Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type. Engineering Management, IEEE Transactions on. 59. 634-643.
  • Childers, T. and Houston, M. (1984). Conditions for a Picture-Superiority Effect on Consumer Memory. Journal of Consumer Research. 11.
  • Chopra, Komal. (2020). Study of Relationship Between Utilitarian and Hedonic Motives and Temporal Perspective at Retail Malls.
  • Cyr. D., Head, H., Larios, H. and Pan, B. (2009): Exploring Human Images in Website Design: A Multi-Method Approach. Mis Quarterly. 33(3): 539-566.
  • Dane, Senol & Erzurumluoglu, Ali. (2003). Sex and Handedness Differences in Eye-Hand Visual Reaction Times in Handball Players. The International Journal of Neuroscience. 113.
  • Darley, W. K. and Smith, R. E. (1995). Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response. Journal of Advertising, 24, 41-56.
  • Der, Geoff & Deary, Ian. (2006). Age and Sex Differences in Reaction Time in Adulthood: Results From the United Kingdom Health and Lifestyle Survey. Psychology and Aging. 21.
  • Dhar, Ravi and Wertenbroch, Klaus. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research - J Market Res-Chıcago. 37. 60-71.
  • Eisend, Martin. (2009). A Meta-Analysis of Humor in Advertising. Journal of the Academy of Marketing Science. 37. 191-203.
  • Elden M. and Bakır U. (2010). Reklam Çekicilikleri. İletişim Yayınları, İstanbul.
  • Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1993), Consumer Behaviour, The Dryden Press,
  • F. H. Chu. (1995). Strategic Analysis of Advertising Rational Appeals Strategy. The Journal of Advertising and Public Relations. 8, 1–26.
  • Fan, Y. W. and Miao, Y. F. (2012). Effect of Electronic Word-of-Mouth on Consumer Purchasing Intention: The Perspective of Gender Differences. International Journal of Electronic Business Management. 10(3): 175-181.
  • Fitzgerald, Paula & Ellen, Pam. (1992). The Generation and Consequences of Communication-Evoked Imagery. Journal of Consumer Research. 19. 93-104.
  • Fiore, A.M., Jin, H.‐J. and Kim, J. (2005), For Fun and Profit: Hedonic Value from Image Interactivity and Responses toward an Online Store. Psychology and Marketing. (22): 669-694.
  • Fogel, Suzanne & Strahilevitz, Michal. (2001). Probability and Mode of Acquisition Effects on Choices Between Hedonic and Utilitarian Options. Marketing Letters. 12. 37-49.
  • Gronier, Guillaume. (2016). Measuring the First Impression: Testing the Validity of the 5 Second Test. Journal of Usability Studies. 12. 8-25.
  • Hasan B. (2010). Exploring Gender Differences in Online Shopping Attitude. Computers in Human Behavior. 26 (4): 597-601.
  • Hernández-Méndez, J. and Muñoz-Leiva, F. (2015). What Type of Online Advertising İs Most Effective for E-tourism 2.0? An Eye-Tracking Study Based on The Characteristics of Tourists. Comput. Hum. Behav.50. 618–625.
  • Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods, and Propositions. Journal of Marketing. 46(3): 92–101.
  • Hoffman, J.E. and Subramaniam, B. (1995). The Role of Visual Attention in Saccadic Eye Movements. Percept. Psychophys. 57. 787–795.
  • Hong, Jon-Chao & Lin, Pei-Hsin & Hsieh, Pei-Chi. (2016). The Effect of Consumer Innovativeness on Perceived Value and Continuance Intention to Use Smartwatch. Computers in Human Behavior. 67.
  • Huang, Y.T. The female gaze: Content Composition and Slot Position in Personalized Banner Ads, and How They Influence Visual Attention in Online Shoppers. Comput. Hum. Behav. 2018, 82, 1–15.
  • J. Kisielius and B. Sternthal. (1984). Detecting and Explaining Vividness Effects in Attitudinal Judgments. Journal of Marketing Research. 21. 54–64.
  • J. R.Rossiter and L. Percy. Advertising and Promotion Management. NY: McGraw-Hill, 1987.
  • J. S. Johar and M. J. Sirgy. (1991). Value-Expressive Versus Utilitarian Advertising Appeals: When And Why To Use Which Appeal. Journal of Advertising. 20, 23–33.
  • J.M. Carpenter and V. Balija (2010). Retail Format Choice in the Us Consumer Electronics Market, International Journal of Retail and Distribution Management. 38(4): 258-274.
  • Jovanović, P., Vlastelica, T. ve Kostić, S. C. (2016). Impact of Advertising Appeals on Purchase Intention. Management. 81, 35-45.
  • Khan, U., Dhar, R. and Wertenbroch, K. (2005). A Behavioral Decision Theory Perspective On Hedonic and Utilitarian Choice. S. Ratneshwar, ve D. G. Mick (Dü) Inside Consumption Consumer Motives, Goals, and Desires. 144-165.
  • L. Dube, A. Chattopadhyay and A. Letarte. (1996). Should Advertising Appeals Match the basic of Consumers’ Attitudes?, Journal of Advertising Research, 36: 82–89.
  • Larsen, V., Wright, N.D. and Hergert, T.R. (2004), Advertising Montage: Two Theoretical Perspectives. Psychology and Marketing. 21: 1-15.
  • Laurie A. Babin & Alvin C. Burns (1997) Effects of Print Ad Pictures and Copy Containing Instructions to Imagine on Mental Imagery That Mediates Attitudes, Journal of Advertising, 26:3, 33-44.
  • Lu, J. & Liu, Z. & Fang, Z.. (2016). Hedonic Products for You, Utilitarian Products for Me. 11. 332-341.
  • Lutz, K. and Lutz, R. (1977). Effects of Interactive Imagery on Learning: Application to Advertising. Journal of Applied Psychology. 62: 493–498.
  • Macinnis, D. and Price, Linda. (1987). The Role Of Imagery in Information Processing. Journal of Consumer Research. 13. 473-91.
  • Maughan, L. and Gutnikov, Sergei and Stevens, Rob. (2007). Like More, Look mMore. Look More, Like More: The Evidence From Eye-Tracking. The Journal of Brand Management. 14. 335-342.
  • McQuarrie, E. F. and Phillips, B. J. (2005). Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words. Journal of Advertising. 34(2): 7-20.
  • Mcquarrie, Edward. (2007). Differentiating the Pictorial Element in Advertising: A Rhetorical Perspective. Visual Marketing. 91-112.
  • Orquin, J.L. and Mueller Loose, S. (2013). Attention and Choice: A Review on Eye Movements in Decision Making. Acta Psychol. 144. 190–206.
  • Pan, Bing & Hembrooke, Helene & Gay, Geri & Granka, Laura & Feusner, Matthew & Newman, Jill. (2004). The Determinants of Web Page Viewing Behavior: An Eye-Tracking Study. Eye Tracking Research and Applications Symposium (ETRA).
  • Peker, S.; MenekseDalveren, G.G. and Inal, Y. (2021). The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study. Future Internet, 13, 18.
  • Peracchio, Laura A & Meyers-Levy, Joan. (2005). Using Stylistic Properties of Ad Pictures to Communicate with Consumers. Journal of Consumer Research. 32. 29-40.
  • Phillips, Barbara & Mcquarrie, Edward. (2004). Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising. Marketing Theory. 4. 113.
  • Pieters, R. and Wedel, M. (2004). Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing, 68. 2. 36–50.
  • Poole, A & Ball, Linden. (2006). Eye Tracking in Human-Computer Interaction and Usability Research: Current Status and Future Prospects. Computer Science.
  • Radeloff DJ. (1990). Role of Color in Perception of Attractiveness. Percept Mot Skills.1(1):151-60.
  • Rayner, K.; Miller, B. and Rotello, C.M. (2008). Eye Movements When Looking at Print Advertisements: The Goal of The Viewer Matters. Appl. Cogn. Psychol. 22. 697–707.
  • Riccio, Cynthia & Waldrop, Jennifer & Reynolds, Cecil & Lowe, Patricia. (2001). Effects of Stimulants on the Continuous Performance Test (CPT). The Journal of Neuropsychiatry and Clinical Neurosciences. 13. 326-335.
  • Richard, M.-O.; Chebat, J.-C.; Yang, Z.; Putrevu, S. (2010). A Proposed Model of Online Consumer Behavior: Assessing The Role Of Gender. J. Bus. Res.63. 926–934.
  • Riegelsberger, J.; Sasse, M.A. and Mccarthy, J.D. (2003). Eye-Catcher or Blind Spot? In Proceedings of The IFIP Advances İn Information and Communication Technology; Springer: Boston, MA105. 383–398.
  • Riegelsberger, J. and Sasse, A. (2003). Designing E-Commerce Applications for Consumer Trust.
  • Scott, Linda. (1994). The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research. Journal of Consumer Research. 21. 461-80.
  • Seo Y.W., Chae S.W. and Lee K.C. (2012) The Impact of Human Brand Image Appeal on Visual Attention and Purchase Intentions at an E-commerce Website. In: Pan JS., Chen SM., Nguyen N.T. (eds) Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science, 7198. Springer, Berlin, Heidelberg
  • Shaouf, A.; Lü, K. and Li, X. (2016). The Effect of Web Advertising Visual Design on Online Purchase İntention: An Examination Across Gender. Comput. Hum. Behav. 60. 622–634.
  • Sojka, J. and Giese, J. (2006). Communicating Through Pictures and Words: Understanding the Role of Affect and Cognition in Processing Visual and Verbal Information. Psychology and Marketing. 23. 995 - 1014.
  • Solmaz, I., (2014), “Nöropazarlama Faaliyetlerinde Bilinçaltı Reklamcılık ve Tüketici Algısı Üzerindeki Etkisi”, Gediz University Institute of Social Sciences Unpublished Master's Thesis, İzmir.
  • Stuart, Elnora & Shimp, Terence & Engle, Randall. (1987). Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of Consumer Research. 14. 334-49.
  • T. L. Childers and M. J. Houston. (1984). Conditions for a Picture-Superiority Effect on Consumer Memory. Journal of Consumer Research. 11, 643–654.
  • Taylor, C., Clifford, A. and Franklin, A. (2012). Color Preferences Are Not Universal. Journal of Experimental Psychology: General.
  • Tobii Studio. (2016). User’s Manual: Version 3.4.5.
  • Ural, Y . (2008). Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme. Çukurova University Journal of Social Sciences Institute, 17 (2) , 421-432 .
  • Uztuğ, F. (2008). Markan Kadar Konuş. İstanbul: Mediacat Yayınları.
  • Voss, K. E., Spangenberg, E. R. and Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research. 40 (3): 310-320.
  • Weathers, D.; Sharma, S. and Wood, S. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing. 83. 393-401.
  • Wilkinson, K. M. and Light, J. (2011). Preliminary Investigation of Visual Attention to Human Figures in Photographs for the Design of Aided AAC Visual Scene Display. Journal of Speech, Language, and Hearing Research, 54(December).
  • Wolin, L. and Korgaonkar, P. (2003). Web Advertising: Gender Differences in Beliefs, Attitudes, and Behaviour,” in Internet Research. 13(5): 375-385.
  • Y.Ha and L. Stoel (2004). Internet Apparel Shopping Behaviors: The Influence of General Innovativeness. International Journal of Retail and Distribution Management. 32(8): 377-385.

The Effect of Human Images in Advertisements on Consumer Attention by Product Type and Gender: An Eye-Tracking Study

Yıl 2021, Cilt: 14 Sayı: 2, 329 - 358, 18.05.2021
https://doi.org/10.15659/ppad.14.2.267

Öz

In today’s competitive marketing environment getting through the clutter to get the customer’s attention is very important. It could be said that the first purpose of a successful advertisement is to get the attention of the consumer since it would not be possible to talk about purchase motivation without establishing the attention of the consumer. For this purpose, having a better understanding of the factors that have the potential to make advertisements more attractive is important. Thus, the purpose of this study was to identify if the usage of human images in advertisements changed areas of interest towards advertisements and if gender and the advertised product type (hedonic or utilitarian) influenced the findings. For this purpose, an eye-tracking technique was carried out on 42 volunteers. Findings suggested that the use of human images for hedonic product advertisements shorten the time to the first fixation; however, it has been determined that visual elements without human images for utilitarian product advertisements have been noticed more quickly for both female and male participants. Thus, it may be more effective to design hedonistic product advertisements by using human images and utilitarian product advertisements without human images. The usage of human image plays a distraction role for utilitarian product advertisements.

Kaynakça

  • A. Finn. (1988). Print Ad Recognition Readership Scores: An Information Processing Perspective, Journal of Marketing Research. 25. 168-177.
  • Aga Bojko, (2013). Eye Tracking the User Experience: A Practical Guide to Research. Book.
  • Al-Burai, A., Burnaz, S. and Girisken, Y. (2018). An Analysis of Voters’ Perception of Visual Advertisements with Respect to Neuromarketing Approach. Journal of Business Economics and Finance (JBEF). 7(3): 237-258.
  • Ayn E. C. and Eric R. Spangenberg and Kevin R. Hughes (1992), Measuring the Hedonic and Utilitarian Dimensions of Attitudes toward Product Categories. Marketing Letters, 3(3): 239-249.
  • Babin, B. J., Dardfun. W.R. and Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. The Journal of Consumer Research, 20(4): 644-656.
  • Baek, E. and Choo, H. (2015). Effects of Peer Consumption on Hedonic Purchase Decisions. Social Behavior and Personality: An International Journal. 43.
  • Batra R. and Olli T. A. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, 2(2): 159-170.
  • Beh, C., and Badni, K. (2010). Eye-Tracking Experiment to Test Key Emerging Principles of Visual Communication of Technology. 1–19.
  • Bolls, P. and Muehling, D. (2007). The Effects of Dual-Task Processing on Consumers’ Responses to High and Low-Imagery Radio Advertisements. Journal of Advertising - J Advertising. 36. 35-47.
  • Brunel, F. F. and Nelson, M. R. (2003). Message Order Effects and Gender Differences in Advertising Persuasion. Journal of Advertising Research. 43(3): 330–341.
  • Chang, Klarissa; Chen, Wen and Tan, Boon Yeow. (2012). Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type. Engineering Management, IEEE Transactions on. 59. 634-643.
  • Childers, T. and Houston, M. (1984). Conditions for a Picture-Superiority Effect on Consumer Memory. Journal of Consumer Research. 11.
  • Chopra, Komal. (2020). Study of Relationship Between Utilitarian and Hedonic Motives and Temporal Perspective at Retail Malls.
  • Cyr. D., Head, H., Larios, H. and Pan, B. (2009): Exploring Human Images in Website Design: A Multi-Method Approach. Mis Quarterly. 33(3): 539-566.
  • Dane, Senol & Erzurumluoglu, Ali. (2003). Sex and Handedness Differences in Eye-Hand Visual Reaction Times in Handball Players. The International Journal of Neuroscience. 113.
  • Darley, W. K. and Smith, R. E. (1995). Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response. Journal of Advertising, 24, 41-56.
  • Der, Geoff & Deary, Ian. (2006). Age and Sex Differences in Reaction Time in Adulthood: Results From the United Kingdom Health and Lifestyle Survey. Psychology and Aging. 21.
  • Dhar, Ravi and Wertenbroch, Klaus. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research - J Market Res-Chıcago. 37. 60-71.
  • Eisend, Martin. (2009). A Meta-Analysis of Humor in Advertising. Journal of the Academy of Marketing Science. 37. 191-203.
  • Elden M. and Bakır U. (2010). Reklam Çekicilikleri. İletişim Yayınları, İstanbul.
  • Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1993), Consumer Behaviour, The Dryden Press,
  • F. H. Chu. (1995). Strategic Analysis of Advertising Rational Appeals Strategy. The Journal of Advertising and Public Relations. 8, 1–26.
  • Fan, Y. W. and Miao, Y. F. (2012). Effect of Electronic Word-of-Mouth on Consumer Purchasing Intention: The Perspective of Gender Differences. International Journal of Electronic Business Management. 10(3): 175-181.
  • Fitzgerald, Paula & Ellen, Pam. (1992). The Generation and Consequences of Communication-Evoked Imagery. Journal of Consumer Research. 19. 93-104.
  • Fiore, A.M., Jin, H.‐J. and Kim, J. (2005), For Fun and Profit: Hedonic Value from Image Interactivity and Responses toward an Online Store. Psychology and Marketing. (22): 669-694.
  • Fogel, Suzanne & Strahilevitz, Michal. (2001). Probability and Mode of Acquisition Effects on Choices Between Hedonic and Utilitarian Options. Marketing Letters. 12. 37-49.
  • Gronier, Guillaume. (2016). Measuring the First Impression: Testing the Validity of the 5 Second Test. Journal of Usability Studies. 12. 8-25.
  • Hasan B. (2010). Exploring Gender Differences in Online Shopping Attitude. Computers in Human Behavior. 26 (4): 597-601.
  • Hernández-Méndez, J. and Muñoz-Leiva, F. (2015). What Type of Online Advertising İs Most Effective for E-tourism 2.0? An Eye-Tracking Study Based on The Characteristics of Tourists. Comput. Hum. Behav.50. 618–625.
  • Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods, and Propositions. Journal of Marketing. 46(3): 92–101.
  • Hoffman, J.E. and Subramaniam, B. (1995). The Role of Visual Attention in Saccadic Eye Movements. Percept. Psychophys. 57. 787–795.
  • Hong, Jon-Chao & Lin, Pei-Hsin & Hsieh, Pei-Chi. (2016). The Effect of Consumer Innovativeness on Perceived Value and Continuance Intention to Use Smartwatch. Computers in Human Behavior. 67.
  • Huang, Y.T. The female gaze: Content Composition and Slot Position in Personalized Banner Ads, and How They Influence Visual Attention in Online Shoppers. Comput. Hum. Behav. 2018, 82, 1–15.
  • J. Kisielius and B. Sternthal. (1984). Detecting and Explaining Vividness Effects in Attitudinal Judgments. Journal of Marketing Research. 21. 54–64.
  • J. R.Rossiter and L. Percy. Advertising and Promotion Management. NY: McGraw-Hill, 1987.
  • J. S. Johar and M. J. Sirgy. (1991). Value-Expressive Versus Utilitarian Advertising Appeals: When And Why To Use Which Appeal. Journal of Advertising. 20, 23–33.
  • J.M. Carpenter and V. Balija (2010). Retail Format Choice in the Us Consumer Electronics Market, International Journal of Retail and Distribution Management. 38(4): 258-274.
  • Jovanović, P., Vlastelica, T. ve Kostić, S. C. (2016). Impact of Advertising Appeals on Purchase Intention. Management. 81, 35-45.
  • Khan, U., Dhar, R. and Wertenbroch, K. (2005). A Behavioral Decision Theory Perspective On Hedonic and Utilitarian Choice. S. Ratneshwar, ve D. G. Mick (Dü) Inside Consumption Consumer Motives, Goals, and Desires. 144-165.
  • L. Dube, A. Chattopadhyay and A. Letarte. (1996). Should Advertising Appeals Match the basic of Consumers’ Attitudes?, Journal of Advertising Research, 36: 82–89.
  • Larsen, V., Wright, N.D. and Hergert, T.R. (2004), Advertising Montage: Two Theoretical Perspectives. Psychology and Marketing. 21: 1-15.
  • Laurie A. Babin & Alvin C. Burns (1997) Effects of Print Ad Pictures and Copy Containing Instructions to Imagine on Mental Imagery That Mediates Attitudes, Journal of Advertising, 26:3, 33-44.
  • Lu, J. & Liu, Z. & Fang, Z.. (2016). Hedonic Products for You, Utilitarian Products for Me. 11. 332-341.
  • Lutz, K. and Lutz, R. (1977). Effects of Interactive Imagery on Learning: Application to Advertising. Journal of Applied Psychology. 62: 493–498.
  • Macinnis, D. and Price, Linda. (1987). The Role Of Imagery in Information Processing. Journal of Consumer Research. 13. 473-91.
  • Maughan, L. and Gutnikov, Sergei and Stevens, Rob. (2007). Like More, Look mMore. Look More, Like More: The Evidence From Eye-Tracking. The Journal of Brand Management. 14. 335-342.
  • McQuarrie, E. F. and Phillips, B. J. (2005). Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words. Journal of Advertising. 34(2): 7-20.
  • Mcquarrie, Edward. (2007). Differentiating the Pictorial Element in Advertising: A Rhetorical Perspective. Visual Marketing. 91-112.
  • Orquin, J.L. and Mueller Loose, S. (2013). Attention and Choice: A Review on Eye Movements in Decision Making. Acta Psychol. 144. 190–206.
  • Pan, Bing & Hembrooke, Helene & Gay, Geri & Granka, Laura & Feusner, Matthew & Newman, Jill. (2004). The Determinants of Web Page Viewing Behavior: An Eye-Tracking Study. Eye Tracking Research and Applications Symposium (ETRA).
  • Peker, S.; MenekseDalveren, G.G. and Inal, Y. (2021). The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study. Future Internet, 13, 18.
  • Peracchio, Laura A & Meyers-Levy, Joan. (2005). Using Stylistic Properties of Ad Pictures to Communicate with Consumers. Journal of Consumer Research. 32. 29-40.
  • Phillips, Barbara & Mcquarrie, Edward. (2004). Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising. Marketing Theory. 4. 113.
  • Pieters, R. and Wedel, M. (2004). Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing, 68. 2. 36–50.
  • Poole, A & Ball, Linden. (2006). Eye Tracking in Human-Computer Interaction and Usability Research: Current Status and Future Prospects. Computer Science.
  • Radeloff DJ. (1990). Role of Color in Perception of Attractiveness. Percept Mot Skills.1(1):151-60.
  • Rayner, K.; Miller, B. and Rotello, C.M. (2008). Eye Movements When Looking at Print Advertisements: The Goal of The Viewer Matters. Appl. Cogn. Psychol. 22. 697–707.
  • Riccio, Cynthia & Waldrop, Jennifer & Reynolds, Cecil & Lowe, Patricia. (2001). Effects of Stimulants on the Continuous Performance Test (CPT). The Journal of Neuropsychiatry and Clinical Neurosciences. 13. 326-335.
  • Richard, M.-O.; Chebat, J.-C.; Yang, Z.; Putrevu, S. (2010). A Proposed Model of Online Consumer Behavior: Assessing The Role Of Gender. J. Bus. Res.63. 926–934.
  • Riegelsberger, J.; Sasse, M.A. and Mccarthy, J.D. (2003). Eye-Catcher or Blind Spot? In Proceedings of The IFIP Advances İn Information and Communication Technology; Springer: Boston, MA105. 383–398.
  • Riegelsberger, J. and Sasse, A. (2003). Designing E-Commerce Applications for Consumer Trust.
  • Scott, Linda. (1994). The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research. Journal of Consumer Research. 21. 461-80.
  • Seo Y.W., Chae S.W. and Lee K.C. (2012) The Impact of Human Brand Image Appeal on Visual Attention and Purchase Intentions at an E-commerce Website. In: Pan JS., Chen SM., Nguyen N.T. (eds) Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science, 7198. Springer, Berlin, Heidelberg
  • Shaouf, A.; Lü, K. and Li, X. (2016). The Effect of Web Advertising Visual Design on Online Purchase İntention: An Examination Across Gender. Comput. Hum. Behav. 60. 622–634.
  • Sojka, J. and Giese, J. (2006). Communicating Through Pictures and Words: Understanding the Role of Affect and Cognition in Processing Visual and Verbal Information. Psychology and Marketing. 23. 995 - 1014.
  • Solmaz, I., (2014), “Nöropazarlama Faaliyetlerinde Bilinçaltı Reklamcılık ve Tüketici Algısı Üzerindeki Etkisi”, Gediz University Institute of Social Sciences Unpublished Master's Thesis, İzmir.
  • Stuart, Elnora & Shimp, Terence & Engle, Randall. (1987). Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of Consumer Research. 14. 334-49.
  • T. L. Childers and M. J. Houston. (1984). Conditions for a Picture-Superiority Effect on Consumer Memory. Journal of Consumer Research. 11, 643–654.
  • Taylor, C., Clifford, A. and Franklin, A. (2012). Color Preferences Are Not Universal. Journal of Experimental Psychology: General.
  • Tobii Studio. (2016). User’s Manual: Version 3.4.5.
  • Ural, Y . (2008). Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme. Çukurova University Journal of Social Sciences Institute, 17 (2) , 421-432 .
  • Uztuğ, F. (2008). Markan Kadar Konuş. İstanbul: Mediacat Yayınları.
  • Voss, K. E., Spangenberg, E. R. and Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research. 40 (3): 310-320.
  • Weathers, D.; Sharma, S. and Wood, S. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing. 83. 393-401.
  • Wilkinson, K. M. and Light, J. (2011). Preliminary Investigation of Visual Attention to Human Figures in Photographs for the Design of Aided AAC Visual Scene Display. Journal of Speech, Language, and Hearing Research, 54(December).
  • Wolin, L. and Korgaonkar, P. (2003). Web Advertising: Gender Differences in Beliefs, Attitudes, and Behaviour,” in Internet Research. 13(5): 375-385.
  • Y.Ha and L. Stoel (2004). Internet Apparel Shopping Behaviors: The Influence of General Innovativeness. International Journal of Retail and Distribution Management. 32(8): 377-385.
Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Ezgi Delen Bu kişi benim 0000-0003-1434-7913

Burcu İlter Bu kişi benim 0000-0002-3781-7263

Yayımlanma Tarihi 18 Mayıs 2021
Gönderilme Tarihi 4 Aralık 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 14 Sayı: 2

Kaynak Göster

APA Delen, E., & İlter, B. (2021). The Effect of Human Images in Advertisements on Consumer Attention by Product Type and Gender: An Eye-Tracking Study. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 14(2), 329-358. https://doi.org/10.15659/ppad.14.2.267