Visual Attention to Key Ad Elements: An Eye-Tracking Study

Hristina Aleksandrova ()
Additional contact information
Hristina Aleksandrova: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 1, 287-296

Abstract: The ability to understand what people actually look at, what captures and holds their attention has long attracted the interest of researchers and advertisers. Even though visual attention in advertising has been widely studied, little is known about how specific design changes in ads influence visual attention distribution, particularly within dance and performing arts advertising. This study investigates how image type, background color and price cues influence visual attention across key ad elements using an eye-tracking device. In a laboratory experiment, 47 participants viewed 8 dance-related ad variants while their eye movements were recorded. Significant differences were observed in eye-tracking parameters across ad elements. The findings reveal that image type, background color, and price significantly reshape the allocation of viewers’ visual attention across ad elements, offering new insights into effective visual communication in arts marketing.

Keywords: Eye-tracking; Visual attention; Dance advertisement; Arts marketing; Dance marketing; Color; Advertising Design (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.su-varna.org/journal/IJUSV-ESS/2025.14.1/?article=287-296.pdf.html (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrn:suvrna:y:2025:i:1:p:287-296

Access Statistics for this article

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series is currently edited by Yanka Aleksandrova

More articles in Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series from Union of Scientists - Varna
Bibliographic data for series maintained by Sabka Pashova ( this e-mail address is bad, please contact ).