Experimental Study of Color Contrast Influence in Internet Advertisements with Eye Tracker Usage

Wojciech Sałabun (), Artur Karczmarczyk and Piotr Mejsner
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Wojciech Sałabun: West Pomeranian University of Technology, Szczecin
Artur Karczmarczyk: West Pomeranian University of Technology, Szczecin
Piotr Mejsner: West Pomeranian University of Technology, Szczecin

Chapter Chapter 24 in Neuroeconomic and Behavioral Aspects of Decision Making, 2017, pp 365-375 from Springer

Abstract: Abstract In the last decade, the number of practical applications that use eye tracker devices has significantly increased. Nowadays, eye tracking is a very important part of neuromarketing and experimental economics research. This chapter presents the experiment with eye tracking usage that was conducted to check how the contrast of advertisements influences their effectiveness. The main motivation for this research is the fact that it is very difficult to gain consumer’s attention in online systems. The experiment was aimed to detect the relations between the contrast of advertising units, its location within the site, and the level of the recipient’s interest based on absorption and attention. The results of the experiment are presented and discussed.

Keywords: Eye tracking; Contrast; Advertising content (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_24

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DOI: 10.1007/978-3-319-62938-4_24

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