Kaspar, Kai, Weber, Sarah Lucia and Wilbers, Anne-Kathrin (2019). Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation. PLoS One, 14 (2). SAN FRANCISCO: PUBLIC LIBRARY SCIENCE. ISSN 1932-6203

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Abstract

Global investments in online advertising rise quickly but Internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users' attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users' actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when inter net users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.

Item Type: Journal Article
Creators:
CreatorsEmailORCIDORCID Put Code
Kaspar, KaiUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Weber, Sarah LuciaUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Wilbers, Anne-KathrinUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-156559
DOI: 10.1371/journal.pone.0212419
Journal or Publication Title: PLoS One
Volume: 14
Number: 2
Date: 2019
Publisher: PUBLIC LIBRARY SCIENCE
Place of Publication: SAN FRANCISCO
ISSN: 1932-6203
Language: English
Faculty: Unspecified
Divisions: Unspecified
Subjects: no entry
Uncontrolled Keywords:
KeywordsLanguage
CULTURAL-DIFFERENCES; BANNER; AD; PERFORMANCE; GENDER; TASK; PERSONALIZATION; PERCEPTIONS; INVOLVEMENT; STATISTICSMultiple languages
Multidisciplinary SciencesMultiple languages
Refereed: Yes
URI: http://kups.ub.uni-koeln.de/id/eprint/15655

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