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Consumer Eye Movement Patterns on Yellow Pages Advertising
Abstract
Process tracing data help researchers understand how yellow pages advertisement characteristics influence consumer information processing behavior. In a laboratory experiment eye movement data were collected while consumers chose businesses from telephone directories. Consumers scan listings in alphabetic order. Their scan is not exhaustive. As a result, some ads are never seen. Consumers noticed more than 93% of the quarter-page display ads but only 26% of the plain listings. They perceived color ads before ads without color, noticed more color ads than noncolor ads, and viewed color ads 21% longer than equivalent ads without color. Also, they viewed 42% more bold listings than plain listings. Consumers spent 54% more time viewing ads for businesses they ended up choosing, which demonstrates the importance of attention for subsequent choice behavior.
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Cited by
Bias in Cable News: Persuasion and Polarization
Martin, G. J., & Yurukoglu, A. (2017) · American Economic Review · doi:10.1257/aer.20160812 · Cited by 666
How Does Popularity Information Affect Choices? A Field Experiment
Tucker, C., & Zhang, J. (2011) · Management Science · doi:10.1287/mnsc.1110.1312 · Cited by 322
Threats to the validity of eye-movement research in psychology
Orquin, J. L., & Holmqvist, K. (2018) · Behavior Research Methods · doi:10.3758/s13428-017-0998-z · Cited by 280
Narcissism and consumer behaviour: a review and preliminary findings
Cisek, S. Z., Sedikides, C., Hart, C. M., Godwin, H. J., Benson, V., & Liversedge, S. P. (2014) · Frontiers in Psychology · doi:10.3389/fpsyg.2014.00232 · Cited by 121
Understanding Why Consumers Don't Skip Pre-Roll Video Ads
Campbell, C., Mattison Thompson, F., Grimm, P. E., & Robson, K. (2017) · Journal of Advertising · doi:10.1080/00913367.2017.1334249 · Cited by 112
Consumer perceptions of advertising clutter and its impact across various media
Elliott, M. T., & Speck, P. S. (1998) · Journal of Advertising Research · doi:10.1080/00218499.1998.12466537 · Cited by 82
Metadata
- Authors
- Lohse, G. L.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1997-03
- Volume
- 26
- Issue
- 1
- Pages
- 61-73
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2044455975
- Cited by
- 386
- References
- 0
- FWCI
- 14.19
- Type
- journal article
- Language
- en
- Open access
- closed
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