The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects
Abstract
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size. The brand element most effectively transfers attention to the other elements. Only increments in the text element's surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how their findings can be used to render more effective decisions in advertising.
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Consumer Responses to AI-Generated Charitable Giving Ads
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“Furthermore, for print ads, analysis of eye movement data has shown that subjects will first focus on the face and eyes of the person in the ad and subsequently on the brand name or product (Pieters and Wedel, 2004).”
Obesity and the Built Environment: Changes in Environmental Cues Cause Energy Imbalances
Cohen, D. A. (2008) · International Journal of Obesity · doi:10.1038/ijo.2008.250 · Cited by 187
Nature imagery in advertising: Attention restoration and memory effects
Hartmann, P., Apaolaza, V., & Alija, P. (2013) · International Journal of Advertising · doi:10.2501/ija-32-2-183-210 · Cited by 98
Artificial Intelligence Disclosure in Cause-Related Marketing: A Persuasion Knowledge Perspective
Qiu, X., Wang, Y., Zeng, Y., & Cong, R. (2025) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer20030193 · Cited by 35
Segijn, C. M. (2019) · Annals of the International Communication Association · doi:10.1080/23808985.2019.1576020 · Cited by 27
The fundamentals of eye tracking part 6: working with areas of interest
Hooge, I. T. C., Nyström, M., Niehorster, D. C., Andersson, R., Foulsham, T., Nuthmann, A., & Hessels, R. S. (2026) · Behavior Research Methods · doi:10.3758/s13428-025-02937-3 · Cited by 22
Metadata
- Authors
- Pieters, R., & Wedel, M.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2004-04
- Volume
- 68
- Issue
- 2
- Pages
- 36-50
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2147156975
- Cited by
- 1,030
- References
- 7
- FWCI
- 20.28
- Type
- journal article
- Language
- en
- Open access
- closed
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