Is the level of visual attention to ads a predictor of memorization of new brands? An exploratory eye-tracking research

Le niveau d'attention visuelle portée aux publicités est-il un prédicteur de la mémorisation de marques nouvelles ? Une recherche exploratrice par oculométrie

Marie-Laure Mourre ()
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Marie-Laure Mourre: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: The objective of this research is to identify whether the level of visual attention related to individual variables is a predictor of the memorization of new brands and, if so, which variables are the most predictive. Two data collections are carried out from 40 students with real but unknown press advertisements. Subjects' cognitive style, oculometric indicators of attention and memory scores are measured. Correlation and regression analyses indicate that individuals' visual behaviours are related to their cognitive style and confirm the importance of the exposure time decided by subjects on the new brands' assisted recall scores. Managerial and research implications are given.

Keywords: visual attention; eye-tracking; memorization; advertising (search for similar items in EconPapers)
Date: 2019-05-15
Note: View the original document on HAL open archive server: https://hal.science/hal-03258716v1
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Published in 35ème Congrès International de l’AFM, May 2019, Le Havre, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03258716

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