Influence of Regulatory Fit Theory on Persuasion from Google AdsAn Eye Tracking Study

  1. Yessica-Ileana Giraldo-Romero 1
  2. Carmen Pérez-de-los-Cobos-Agüero 1
  3. Francisco Muñoz-Leiva 1
  4. Elena Higueras-Castillo 1
  5. Francisco Liébana-Cabanillas 1
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Journal:
Journal of Theoretical and Applied Electronic Commerce Research

ISSN: 0718-1876

Year of publication: 2021

Volume: 16

Issue: 5

Pages: 1165-1185

Type: Article

DOI: 10.3390/JTAER16050066 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Journal of Theoretical and Applied Electronic Commerce Research

Abstract

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies.

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