Effects of Endorsers Popularity and Gender on the Audience’s Attention to the Advertisement from a Neuromarketing Perspective: An Eye-Tracking Study

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

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 274-281 from Springer

Abstract: Abstract Nowadays, advertisement is known as one of the essential promotional components of marketing tools. Hence, advertisement plays a crucial role in companies’ marketing strategies and policies. Accordingly, the present study aimed to determine the role of endorsers and their gender on the amount of attention paid to the elements in advertisements. The current research was a quasi-experimental study. The statistical population of this study consisted of all students at Ferdowsi University in Mashhad. Out of all students, 80 individuals were selected as the research sample. An eye-tracking device recorded eye movements. Research findings indicated that endorsers’ popularity had a significant effect on the number of fixation and fixation duration of the elements existing in advertisements. On the other hand, the effect of gender on the number of fixations and fixation duration was not significant. According to these determinations, the popularity of the endorser plays a vital role in advertisements; however, the gender of the endorser does not have a significant impact.

Keywords: Endorser; Advertisement; Eye-tracking; Attention; Neuromarketing; Fixation duration; Area of Interest (AOIs) (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_29

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DOI: 10.1007/978-3-031-05728-1_29

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