眼动
心理学
社会化媒体
召回
情感(语言学)
背景(考古学)
广告
认知
认知心理学
认知负荷
计算机科学
沟通
神经科学
万维网
古生物学
业务
生物
计算机视觉
作者
Enrique Bigné,Aline Simonetti,Carla Ruiz,Shobhit Kakaria
标识
DOI:10.1016/j.jbusres.2020.10.010
摘要
Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using eye-tracking, assessed the impact of congruent/incongruent ads on visual attention. Our findings suggest that consumers exposed to online ads for very limited time periods rely on less effortful, more heuristic, context-based processing strategies. Congruent ad-media contexts can act as peripheral cues, activating knowledge structures and facilitating message processing.
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