Visual attention, brand personality and mental imagery: an eye-tracking study of virtual reality (VR) advertising design

Purpose This study used virtual reality (VR) and screen eye-tracking systems to examine the effect of visual format and background image on visual attention, sense of presence and mental imagery in VR versus two-dimensional (2D) advertising designs. Design/methodology/approach A 2 (visual format) × 3 (visual background) between-subjects experiment was conducted to investigate participants’ visual attention, perceived product personality, mental imagery and sense of presence, using screen and VR eye-tracking systems. Findings Two-dimensional images with empty backgrounds drew the most attention, while VR with visual backgrounds enhanced product impressions, sense of presence and mental imagery. Sincere backgrounds moderated the link between fixations and imagery quality. Originality/value Guided by media richness theory, this is the first interactive marketing study that utilized gaze data to analyze the connection between ad design and visual reactions in both VR and 2D settings.