The influence of banner position and user experience on recall.The mediating role of visual attention

  1. Francisco Muñoz-Leiva 15
  2. Luís Miguel Faísca 6
  3. Célia M.Q. Ramos 27
  4. Marisol B. Correia 2347
  5. Carlos M.R. Sousa 37
  6. Marouan Bouhachi 8
  1. 1 Sport and Health University Research Institute (iMUDS), Granada, Spain
  2. 2 Research Centre for Tourism, Sustainability and Well-being (CinTurs), Universidade do Algarve, Faro, Portugal
  3. 3 Centre for Tourism Research, Development and Innovation (CiTUR, Universidade do Algarve, Faro, Portugal
  4. 4 CEG-IST, Instituto Superior Técnico, Universidade de Lisboa, Portugal
  5. 5 Department of Marketing and Market Research. University of Granada. Spain
  6. 6 Department of Psychology and Educational Sciences and Center for Biomedical Research, Universidade do Algarve, Faro, Portugal
  7. 7 School of Management, Hospitality and Tourism (ESGHT), Universidade do Algarve, Faro, Portugal
  8. 8 Faculty of Business Science and Economics. University of Granada. Spain
Mostrar afiliaciones +
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2021

Volumen: 25

Número: 1

Páginas: 85-114

Tipo: Artículo

DOI: 10.1108/SJME-04-2020-0050 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito – Este estudio analiza la eficacia de un banner promocional estatico ubicado en un sitio web de reservas de un hotel en términos de captacion de la atencion visual del visitante examinando como este efecto depende del grado de experiencia del usuario en Internet. Diseño/metodología/enfoque – Se llevo a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los analisis fueron la posicion del banner en el sitio web y la experiencia de los participantes como usuarios de Internet. Hallazgos – Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la pagina web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atencion visual que atraen tales posiciones. El analisis de mediacion mostro que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atencion mas cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afecto su atencion visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atencion del usuario. Implicaciones practicas – El artículo presenta una serie de implicaciones para la literatura de marketing, la gestion hotelera y la sociedad en general. Originalidad/valor – Nuestro estudio es el primero en analizar el impacto de la posicion de un anuncio estatico en la atencion visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

€ Ver financiación

Información de financiación

This work was partly supported by the Spanish National Research Programme (R+D+i Research Project ECO2017-88458-R), Andalusian R+D+I Research Programme (B-SEJ-209-UGR18, the project ?Research in NeuroSOCOM?) and by Portuguese national funding through FCT ? Funda??o para a Ci?ncia e a Tecnologia (projects UID/BIM/04773/2019 CBMR; UIDB/04020/2020 CinTurs; UIDB/04470/2020 CiTUR). Finally, the authors also wish to thank prof. Carlos Flavian, SJM-ESIC editor and the anonymous reviewers for their invaluable comments and constructive reflections to enable the publication of this manuscript.

Financiadores

Referencias bibliográficas

  • Baack, D.W., Wilson, R.T., Till, B.D. (2008), “Creativity and memory effects: recall, recognition, and an exploration of nontraditional media”, Journal of Advertising, Vol. 37 No. 4, pp. 85-94.
  • Barreto, A.M. (2013), “Do users look at banner ads on facebook?”, Journal of Research in Interactive Marketing, Vol. 7 No. 2, pp. 119-139.
  • Belanche, D., Flavián, C., Pérez-Rueda, A. (2017), “User adaptation to interactive advertising formats: the effect of previous exposure, habit and time urgency on ad skipping behaviors”, Telematics and Informatics, Vol. 34 No. 7, pp. 961-972.
  • Benway, J.P. (1999), “Banner blindness: what searching users notice and do not notice on the world wide web”, Dissertation, Rice University, Houston, Texas (USA), available at: https://hdl.handle. net/1911/19353
  • Benway, J.P., Lane, D.M. (1998), “Banner blindness: web searchers often miss obvious links”, Rice University, available at: www.ruf.rice.edu/lane/papers/banner_blindness.pdf (accessed 8 February 2018).
  • Brehm, J.W. (1972), Responses to the Loss of Fredom: A Theory of Psychological Reactance, General Learning, Morristown.
  • Brehm, S., Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York.
  • Buhalis, D. (1998), “Strategic use of information technologies in the tourism industry”, Tourism Management, Vol. 19 No. 5, pp. 409-421.
  • Burke, M., Hornof, A., Nilsen, E., Gorman, N. (2005), “High-cost banner blindness: ads increase perceived workload, hinder visual search, and are forgotten”, ACM Transactions on ComputerHuman Interaction, Vol. 12 No. 4, pp. 423-445.
  • Buswell, G.T. (1935), How People Look at Pictures: A Study of the Psychology of Perception in Art, University of Chicago Press, Chicago, IL.
  • Cardoso, G., Mendonça, S. (2014), A Internet em Portugal, Sociedade em Rede 2014, Obercom, January 2014.
  • Castañeda, A., Ríos, F., Luque Martínez, T. (2007),“The dimensionality of customer privacy concern on the internet”, Online Information Review, Vol. 31 No. 4, pp. 420-439.
  • Chatterje, P. (2008), “Are unclicked ads wasted? Immediate and long-term impact of banner and pop-up ads on communication outcomes”, Journal of Electronic Commerce Research, Vol. 9 No. 1, pp. 51-61.
  • Chun, M.M., Turk-Browne, N.B. (2007), “Interactions between attention and memory”, Current Opinion in Neurobiology, Vol. 17 No. 2, pp. 177-184.
  • Colorado, D.A., Taba, M.C., Parra, H.C. (2015), “Las etiquetas nutricionales: una mirada desde el consumidor”, Revista En contexto, Vol. 3, pp. 121-140, available at: https://ojs.tdea.edu.co/index.php/encontexto/article/view/296
  • Cooke, M., Buckley, N. (2008), “Web 2.0, social networks and the future of market research”, International Journal of Market Research, Vol. 50 No. 2, pp. 267-292.
  • Crespo, E. (2011), Eficacia de la Promoción de Ventas on-Line. Influencia Del Tipo de Incentivo Promocional y la Experiencia de Uso Web, Departamento de Comercialización e Investigación de Mercados. Universidad de Granada.
  • Crespo, E., Del Barrio, S. (2011), “Impact of online sales promotion type on internet user recall”, DOCFRADIS Working Papers 1106, Catedra Fundación Ramón Areces de Distribución Comercial, available at: www.catedrafundacionarecesdcuniovi.es/docfradis-impact-of-onlinesales-promotion-type-on-internet-user-recall-es.html (accessed 8 February 2018).
  • Dahlén, M. (2001), “Banner advertisements through a new lens”, Journal of Advertising Research, Vol. 41 No. 4.
  • Danaher, P., Mullarkey, G.W. (2003), “Factors affecting online advertising recall: a study of students”, Journal of Advertising Research, Vol. 43 No. 3, pp. 252-267.
  • Dos Santos, G. (2002), “El tamaño y la posición de los web banners publicitarios y su recuperación de la memoria episódica. Un análisis desde el enfoque del procesamiento de la información”, Dissertation, Autonomous University of Barcelona, Barcelona, available at: www.tdx.cat/handle/10803/4127 (accessed 12 November 2014).
  • Drèze, X., Hussherr, F.X. (2003), “Internet advertising: is anybody watching?”, Journal of Interactive Marketing, Vol. 17 No. 4, pp. 8-23.
  • Edwards, S.M., Li, J., Joo-Hyun, L. (2002), “Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads”, Journal of Advertising, Vol. 31 No. 3, pp. 83-95.
  • Espigares-Jurado, F., Muñoz-Leiva, F., Correia, M.B., Sousa, C.M.R., Ramos, C.M.Q., Faísca, L. (2020), “Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to millennial generation: an eye tracking study”, Journal of Retailing and Consumer Services, Vol. 52 No. 1
  • Flavián, C., Gurrea, R. and Orús, C. (2009a), “The effect of product presentation mode on the perceived content and continent quality of web sites”, Online Information Review, Vol. 33 No. 6, pp. 1103-1128.
  • Flavián, C., Gurrea, R. and Orús, C. (2009b), “Web design: a key factor for the website success”, Journal of Systems and Information Technology, Vol. 11 No. 2, pp. 169-184.
  • Flavián, C., Gurrea, R. and Orús, C. (2011), “Analyzing the emotional outcomes of the online search behaviour with search engines”, Computers in Human Behavior, Vol. 27 No. 1, pp. 540-551.
  • Flavián, C., Gurrea, R. and Orús, C. (2012), “An integrative perspective of online foraging behavior with search engines”, Psychology and Marketing, Vol. 29 No. 11, pp. 836-849.
  • Geise, S. (2012), “Eye tracking in media studies: theory, method, and its exemplary application in analyzing shock-inducing advertisements”, The International Encyclopedia of Media Studies, pp. 419-444.
  • Ghose, A., Goldfarb, A., Han, S.P. (2013), “How is the mobile internet different? Search costs and local activities”, Information Systems Research, Vol. 24 No. 3, pp. 613-631.
  • Gidlöf, K., Holmberg, N., Sandberg, H. (2012), “The use of eye-tracking and retrospective interviews to study teenagers’ exposure to online advertising”, Visual Communication, Vol. 11 No. 3, pp. 329-345.
  • Goodrich, K. (2010), “What’s up? Exploring upper and lower visual field advertising effects”, Journal of Advertising Research, Vol. 50 No. 1, pp. 91-106.
  • Guitart, I.A., Hervet, G., Hildebrand, D. (2019), “Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad”, International Journal of Advertising, Vol. 38 No. 1, pp. 154-170.
  • Gurrea, R., Orús, C. and Flavián, C. (2013), “The role of symbols signalling the product status on online users’ information processing”, Online Information Review, Vol. 37 No. 1, pp. 8-27.
  • Gutiérrez, J.C. (2017),“Technology has changed advertising forever”, available at: www.huffingtonpost. com/entry/technology-has-changed-advertising-forever_us_599c64d4e4b09dbe86ea3764 (accessed 12 May 2018).
  • Ha, A. (2019), “eMarketer predicts digital ads will overtake traditional spending in 2019. eMarketer”, available at: https://techcrunch.com/2019/02/20/emarketer-digital-ad-forecast/ (accessed 10 November 2020).
  • Hayes, A.F. (2019), “The PROCESS macro for SPSS and SAS”, available at: www.processmacro.org (accessed 12 March 2019).
  • Heath, R. and Nairn, A. (2005), “Measuring emotive advertising: implications of low attention processing on recall”, Journal of Advertising Research, Vol. 45 No. 2, pp. 269-281.
  • Hernández-Méndez, J. (2015), “Travel 2.0 tools: user behaviour analysis and modeling. Special emphasis on advertising effectiveness through the eye-tracking methodology”, Doctoral Thesis, Universidad de Granada, available at: http://digibug.ugr.es/handle/10481/41009 (accessed 12 May 2018).
  • Hernández-Méndez, J., Muñoz-Leiva, F. (2015), “What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists”, Computers in Human Behavior, Vol. 50, pp. 618-625.
  • Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., van de Weijer, J. (2011), Eye Tracking: A Comprehensive Guide to Methods and Measures, Oxford University Press, Oxford.
  • Homburg, C., Artz, M., Wieseke, J. (2012), “Marketing performance measurement systems: does comprehensiveness really improve performance?”, Journal of Marketing, Vol. 76 No. 3, pp. 56-77.
  • Hoyer, W.J., Ingólfsdóttir, D. (2003), “Age, skill, and contextual cuing in target detection”, Psychology and Aging, Vol. 18 No. 2, pp. 210-218.
  • IAB Spain (2019), Estudio Anual de Inversion Publicitaria en Medios Digitales, IAB Spain.
  • Instituto Nacional de Estatistica, Statistics Portugal (2015), “Sociedade da informação e do Conhecimento – Inquérito à utilização de tecnologias da informação e da comunicação nas famílias”, available at: www.ine.pt (accessed 10 June 2016).
  • International Telecommunication Union – ITU (2002), “Methodology for the subjective assessment of the quality of television pictures, ITU-R BT.500-11”, available at: www.itu.int/rec/R-RECBT.500/ en (accessed 12 Mar 2012).
  • Jacob, R.J., Karn, K.S. (2003), “Eye tracking in human-computer interaction and usability research: ready to deliver the promises”, in Hyona, J., Radach, R. and Deubel, H. (Eds), The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research, North-Holland, pp. 573-605.
  • Just, M.A., Carpenter, P.A. (1980), “A theory of reading: from eye fixations to comprehension”, Psychological Review, Vol. 87 No. 4, pp. 329-354.
  • Kahneman, D. (1973), Attention and Effort, Prentice-Hall, Englewood Cliffs, NJ.
  • Kong, S., Huang, Z., Scott, N., Zhang, Z., Shen, Z. (2018), “Web advertisement effectiveness evaluation: attention and memory”, Journal of Vacation Marketing, Vol. 25 No. 1, pp. 130-146.
  • Krishnan, H.S., Chakravarti, D. (2003), “A process analysis of the effects of humorous advertising executions on brand claims memory”, Journal of Consumer Psychology, Vol. 13 No. 3, pp. 230-245.
  • Lee, J., Ahn, J.H. (2012), “Attention to banner ads and their effectiveness: an eye-tracking approach”, International Journal of Electronic Commerce, Vol. 17 No. 1, pp. 119-137.
  • Lewenstein, M., Edwards, G., Tatar, D., DeVigal, A. (2000), “Stanford poynter project: study of reading of on-line news site”, available at: www.poynter.org/eyetrack2000/; www.poynter.org/archive/2003/putting-the-eyetrack-study-to-good-use/ (accessed 25 Jul 2012).
  • Li, K., Huang, G., Bente, G. (2016), “The impacts of banner format and animation speed on banner effectiveness: evidence from eye movements”, Computers in Human Behavior, Vol. 54, pp. 522-530.
  • Liu-Thompkins, Y. (2019), “A decade of online advertising research: what we learned and what we need to know”, Journal of Advertising, Vol. 48 No. 1, pp. 1-13.
  • McConkie, G.W., Reddix, M.D. and Zola, D. (1992), “Perception and cognition in reading: where is the meeting point?”, in Rainer, K. (Ed.), Eye Movements and Visual Cognition: Scene Perception and Reading, pp. 293-303, Springer, New York, NY.
  • McCoy, S., Everard, A., Polak, P., Galletta, D.F. (2007), “The effects of online advertising”, Communications of the ACM, Vol. 50 No. 3, pp. 84-88.
  • Manchanda, P., Dubé, J.P., Goh, K.Y., Chintagunta, P.K. (2006), “The effect of banner advertising on internet purchasing”, Journal of Marketing Research, Vol. 43 No. 1, pp. 98-108.
  • Margarida, A. (2013), “Do users look at banner ads on facebook?”, Journal of Research in Interactive Marketing, Vol. 7 No. 2, pp. 119-139.
  • Mosconi, M., Porta, M., Ravarelli, A. (2008), “On-line newspapers and multimedia content, An eye tracking study”, Proceedings of the 26th annual ACM International Conference on Design of Communication, ACM, pp. 55-64.
  • Muñoz-Leiva, F., Gómez-Carmona, D. (2019a), “Sparking interest in restaurant dishes? Cognitive and affective processes underlying dish design and ecological origin. An fMRI study”, Physiology and Behavior, Vol. 200 No. 1, pp. 116-129.
  • Muñoz-Leiva, F., Hernández-Méndez, J., Gómez-Carmona, D. (2019b), “Measuring advertising effectiveness in travel 2.0 websites through eye-tracking technology”, Physiology and Behavior, Vol. 200 No. 1, pp. 83-95.
  • Muñoz-Leiva, F., Hernández-Méndez, J., Sánchez-Fernández, J. (2012), “Generalising user behaviour in online travel sites through the travel 2.0 website acceptance model”, Online Information Review, Vol. 36 No. 6, pp. 879-902.
  • Muñoz-Leiva, F., Liébana-Cabanillas, F., Hernández-Méndez, J. (2018), “Etourism advertising effectiveness: banner type and engagement as moderators”, Journal of Services Marketing, Vol. 32 No. 4, pp. 462-475.
  • Naidoo, V., Hollebeek, L. (2016), “Higher education brand alliances: investigating consumers’ dual-degree purchase intentions”, Journal of Business Research, Vol. 69 No. 8, pp. 3113-3121.
  • Newstead, K., Taylor, J., Kennedy, R., Sharp, B. (2009), “The long-term sales effects of advertising: lessons from single source”, Journal of Advertising Research, Vol. 49 No. 2, pp. 207-210.
  • Nielsen, J. (2006), “F-Shaped pattern for reading web content”, available at: www.nngroup.com/articles/f-shaped-pattern-reading-web-content-discovered/ (accessed 5 September 2018).
  • Nihel, Z. (2013), “The effectiveness of internet advertising through memorization and click on a banner”, International Journal of Marketing Studies, Vol. 5 No. 2, pp. 93-101.
  • Owens, J., Chaparro, B., Palmer, E. (2011), “Text advertising blindness: the new banner blindness?”, Journal of Usability Studies, Vol. 6, pp. 172-197.
  • Pagendarm, M., Schaumburg, H. (2001), “Why are users banner-blind? The impact of navigation style on the perception of web banners”, Journal of Digital Information, Vol. 2 No. 1, pp. 1-6, available at: https://journals.tdl.org/jodi/index.php/jodi/article/view/36/38 (accessed 12 May 2018).
  • Pasqualotti, L., Baccino, T. (2014), “Online advertisement: how are visual strategies affected by the distance and the animation of banners?”, Frontiers in Psychology, Vol. 5, p. 211.
  • Pernice, K. (2017), “F-Shaped pattern of reading on the web: misunderstood, but still relevant”, in even on mobile, available at: www.nngroup.com/articles/f-shaped-pattern-reading-web-content/ (accessed September 5, 2018).
  • Plassmann, H., Ambler, T., Braeutigam, S., Kenning, P. (2007), “What can advertisers learn from neuroscience?”, International Journal of Advertising, Vol. 26 No. 2, pp. 151-175.
  • Plumeyer, A., Kottemann, P., Böger, D., Decker, R. (2019), “Measuring brand image: a systematic review, practical guidance, and future research directions”, Review of Managerial Science, Vol. 13 No. 2, pp. 227-265.
  • Putrevu, S. (2008), “Consumer responses toward sexual and nonsexual appeals: the influence of involvement, need for cognition (NFC), and gender”, Journal of Advertising, Vol. 37 No. 2, pp. 57-70.
  • Rayner, K. (1998), “Eye movements in reading and information processing: 20 years of research”, Psychological Bulletin, Vol. 124 No. 3, pp. 372-422.
  • Rayner, K., Slattery, T.J., Bélanger, N.N. (2010), “Eye movements, the perceptual span, and reading speed”, Psychonomic Bulletin and Review, Vol. 17 No. 6, pp. 834-839.
  • Rejón-Guardia, F. (2014), La Respuesta Del Consumidor a la Publicidad en Redes Sociales: análisis Del Efecto de la Presión Publicitaria y la Experiencia, Doctoral Tesis, Universidad de Granada, Granada.
  • Resnick, M., Albert, W. (2014), “The impact of advertising location and user task on the emergence of banner ad blindness: an eye-tracking study”, International Journal of Human-Computer Interaction, Vol. 30 No. 3, pp. 206-219.
  • Rovira, C. (2016), “La metodología del eye tracker: de la investigacion de la lectura al estudio de mapas conceptuales”, HIPERTEXT.NET, Vol. 14, pp. 1-13.
  • Sajjacholapunt, P., Ball, L.J. (2014), “The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness”, Frontiers in Psychology, Vol. 5 No. March, p. 166.
  • Sari, J.N., Ferdiana, R., Santosa, P.I., Nugroho, L.E. (2015), “An eye tracking study: exploration customer behavior on web design”, Proceedings of the International HCI and UX Conference in Indonesia, pp. 69-72.
  • Shen, F., Chen, Q. (2007), “Contextual priming and applicability: implications for ad attitude and brand evaluations”, Journal of Advertising, Vol. 36 No. 1, pp. 69-80.
  • Simmonds, L., Bellman, S., Kennedy, R., Nenyez-Thiel, M. (2020a), “Moderating effects of prior brand usage on visual attention to video advertising and recall: an eye-tracking investigation”, Journal of Business Research, Vol. 111, pp. 241-248.
  • Simmonds, L., Bogomolova, S., Kennedy, R., Nenycz-Thiel, M., Bellman, S. (2020b), “A dual model of how incorporating audio-visual sensory cues in video advertising promotes active attention”, Psychology and Marketing, Vol. 37 No. 8, pp. 1057-1067.
  • Simola, J., Kuisma, J., Oörni, A., Uusitalo, L., Hyönä, J. (2011),“The impact of salient advertisements on reading and attention on web pages”,Journal of Experimental Psychology: Applied, Vol. 17 No. 2, pp. 174-190.
  • Unema, P.J., Pannasch, S., Joos, M., Velichkovsky, B.M. (2005), “Time course of information processing during scene perception: the relationship between saccade amplitude and fixation duration”, Visual Cognition, Vol. 12 No. 3, pp. 473-494.
  • Van Trijp, H.C.M. (2009), “Consumer understanding and nutritional communication: key issues in the context of the new EU legislation”, European Journal of Nutrition, Vol. 48 No S1, pp. S41-S48.
  • We Are Social and Hootsuite (2020), “140 Estadísticas de redes sociales que son importantes Para los mercadólogos en 2020”, We Are Social and Hootsuite, available at: https://blog.hootsuite.com/es/125-estadisticas-de-redes-sociales/#generales
  • Wong, W.P.M., Lo, M.C., Ramayah, T. (2014), “The effects of technology acceptance factors on customer e-loyalty and e-satisfaction in Malaysia”, International Journal of Business and Society, Vol. 15 No. 3, pp. 477-502.
  • Yoo, C.Y. (2008), “Unconscious processing of web advertising: effects on implicit memory, attitude toward the brand, and consideration set”, Journal of Interactive Marketing, Vol. 22 No. 2, pp. 2-18.
  • Yoo, C.Y. , Kim, K. (2005), “Processing of animation in online banner advertising: the roles of cognitive and emotional responses”, Journal of Interactive Marketing, Vol. 19 No. 4, pp. 18-34.
Fuente de los datos: Dialnet