TY - JOUR
T1 - Moderating effects of prior brand usage on visual attention to video advertising and recall
T2 - An eye-tracking investigation
AU - Simmonds, Lucy
AU - Bellman, Steven
AU - Kennedy, Rachel
AU - Nenycz-Thiel, Magda
AU - Bogomolova, Svetlana
PY - 2020/4
Y1 - 2020/4
N2 - For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.
AB - For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers' brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.
KW - Attention
KW - Brand familiarity
KW - Eye-tracking
KW - Prior brand usage
KW - Recall
KW - Video advertising
UR - http://www.scopus.com/inward/record.url?scp=85096458199&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2019.02.062
DO - 10.1016/j.jbusres.2019.02.062
M3 - Article
AN - SCOPUS:85096458199
VL - 111
SP - 241
EP - 248
JO - JOURNAL OF BUSINESS RESEARCH
JF - JOURNAL OF BUSINESS RESEARCH
SN - 0148-2963
ER -