Quotation Hofer, Natalie, Schweiger, Günter. 2009. Eye Movement Patterns on Innovative and Non-Innovative Yellow Pages Advertisements. Annual Winter Conference of the Society for Consumer Psychology 2009, San Diego, Vereinigte Staaten/USA, 12.02.-14.02..


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Abstract

To learn how Yellow Pages ads capture consumers’ attention, eye tracking data and think-aloud-protocols were collected while people 1) chose businesses in the Yellow Pages and 2) went through a reduced issue of the YP where they either saw innovative or non-innovative ads. The two parts of the study addressed 1) what particular ad characteristics cause consumers with high task motivation or under time pressure to notice and decide for an ad, 2) whether consumers decide more often for an ad which they view longer, 3) whether innovative advertisements attract more attention than the non-innovative equivalent ads, and 4) whether innovative advertisements are recalled better than the non-innovative equivalent ads.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Poster presented at an academic conference or symposium
Language English
Title Eye Movement Patterns on Innovative and Non-Innovative Yellow Pages Advertisements
Event Annual Winter Conference of the Society for Consumer Psychology 2009
Date 12.02.-14.02.
Location San Diego
Country United States/USA
Year 2009

Associations

People
Hofer, Natalie (Former researcher)
Schweiger, Günter (Details)
Organization
Marketing and Consumer Research IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5301 Distributive trades (Details)
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5701 Applied statistics (Details)
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