An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad

Ana Cláudia Amaro, Luisa M. Martinez (), Filipe R. Ramos, Karla Menezes and Silvio Menezes
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Ana Cláudia Amaro: Instituto Português de Administração de Marketing - IPAM Lisboa
Luisa M. Martinez: Instituto Português de Administração de Marketing - IPAM Lisboa
Filipe R. Ramos: Faculdade de Ciências da Universidade de Lisboa
Karla Menezes: Universidade de Coimbra
Silvio Menezes: Universidade de Coimbra

Electronic Commerce Research, 2023, vol. 23, issue 3, No 5, 1429-1458

Abstract: Abstract Brands are striving for attention and seeking to attract the right customer, therefore online advertisements have become their big new showroom. Generally, advertisements combine colored imagery and strong movements to encourage and capture the consumer’s attention. However, research shows that people may react differently to similar stimuli depending on their personality traits. This research focuses on how people with a higher sensitivity to external stimuli – commonly defined as Highly Sensitive Persons (HSPs) – react when exposed to ads with excessive visual stimuli (i.e., colors, dynamic imagery, complex layouts). Results from two studies – (1) an experiment conducted online (n = 149); and (2) a biometric data collection using Mind Wave, a brain wave-reading device from NeuroSky (n = 18) – showed that the HSP trait affects ads perception and leads to a negative reaction toward overstimulating advertisements. This study sheds some light on the literature about personality traits and online consumer behavior.

Keywords: Online advertising; Highly sensitive person (HSP); Visual stimuli; Attitude towards the ad (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-022-09639-4

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