An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement

Majid Zahmati, Seyed Morteza Azimzadeh, Mohammad Saber Sotoodeh and Omid Asgari ()
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Majid Zahmati: Ferdowsi University of Mashhad
Seyed Morteza Azimzadeh: Ferdowsi University of Mashhad
Mohammad Saber Sotoodeh: Ferdowsi University of Mashhad
Omid Asgari: Universidade Nova de Lisboa

Electronic Commerce Research, 2023, vol. 23, issue 3, No 13, 1665-1676

Abstract: Abstract Nowadays, advertising is regarded as one of the vital elements of marketing tools’ promotional strategies. Therefore, advertising is very important to businesses’ marketing strategies and policies. In light of this, the purpose of the current study was to ascertain the influence of endorsers’ gender and the level of attention given to various aspects of advertising. A quasi-experimental study was used for the current investigation. All students at Mashhad’s Ferdowsi University made up the study’s statistical population. 80 students were chosen as the research sample out of the entire student body. Eye motions were captured using an eye tracking gadget. According to research findings, the number and length of fixes on advertisement items were significantly influenced by the popularity of their endorsers. However, there was no statistically significant difference between the genders in terms of the quantity and length of fixations. These conclusions suggest that the popularity of the endorser is a key factor in commercials, but that the endorser’s gender has little effect.

Keywords: Neuromarketing; Endorser; Advertisement; Eye-tracking; Attention; Fixation duration; Area of Interest (AOIs) (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-023-09676-7

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