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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Rayner, K. (1998) · Psychological Bulletin · doi:10.1037/0033-2909.124.3.372 · Cited by 7,979
Computational modelling of visual attention
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Öhman, A., Flykt, A., & Esteves, F. (2001) · Journal of Experimental Psychology: General · doi:10.1037/0096-3445.130.3.466 · Cited by 2,542
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Cited by
Syam, N., & Sharma, A. (2018) · Industrial Marketing Management · doi:10.1016/j.indmarman.2017.12.019 · Cited by 852
Narrative and Persuasion in Fashion Advertising
Phillips, B. J., & McQuarrie, E. F. (2010) · Journal of Consumer Research · doi:10.1086/653087 · Cited by 350
Unstructured data in marketing
Balducci, B., & Marinova, D. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0581-x · Cited by 300
Akpinar, E., & Berger, J. (2017) · Journal of Marketing Research · doi:10.1509/jmr.13.0350 · Cited by 267
Consumer Responses to AI-Generated Charitable Giving Ads
Arango, L., Singaraju, S. P., & Niininen, O. (2023) · Journal of Advertising · doi:10.1080/00913367.2023.2183285 · Cited by 243
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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