Measuring the Impact of Intrusive Online Marketing Content on Consumer Choice with the Eye Tracking

Malwina Dziśko, Jarosław Jankowski () and Jarosław Wątróbski
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Malwina Dziśko: West Pomeranian University of Technology
Jarosław Jankowski: West Pomeranian University of Technology
Jarosław Wątróbski: West Pomeranian University of Technology

Chapter Chapter 23 in Neuroeconomic and Behavioral Aspects of Decision Making, 2017, pp 353-363 from Springer

Abstract: Abstract Persuasive messages within online advertisements are some of the key factors in making marketing content noticed by potential consumers. In order to attract more and more attention in a very competitive environment, various techniques are used with observed evolution toward higher intrusiveness. The question is how an intrusive content is affecting consumer decisions and choices. While aggressive techniques are affecting user experience negatively, it is worth searching for a compromise between expectations of marketers and web users The main goal of the presented research was to verify the relation between the level of intrusiveness of marketing content and the consumer choice within an online environment, with the use of eye tracking to show if products with more noticeable advertisements used are less or more frequently when selected by affected consumers.

Keywords: Interactive marketing; Consumer choice; Eye tracking; Online advertising (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-62938-4_23

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DOI: 10.1007/978-3-319-62938-4_23

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