Influencia de la apelación del mensaje en la atención. Un estudio de eye-tracking

  1. Gómez-Carmona, Diego 1
  2. Muñoz-Leiva, Francisco 2
  3. Paramio Leiva, Alberto
  4. Serrano-Domínguez, César 1
  5. Liébana-Cabanillas, Francisco 2
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

  2. 2 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Vivat Academia

ISSN: 1575-2844

Ano de publicación: 2022

Número: 155

Tipo: Artigo

DOI: 10.15178/VA.2022.155.E1381 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Vivat Academia

Resumo

This study analyses advertising effectiveness using an eye-tracking methodology. The research analyses differences in attention according to the type of message appeal (pleasant, neutral and unpleasant), assesses the moderating role of environmental concern and regulatory focus. The results show that negative textual stimuli receive the most attention, and that in participants with low environmental concern, low-elaboration stimuli are more attention-grabbing. In general, participants who are more concerned about the environment focus more quickly in terms of time and frequency on stimuli that require a higher degree of elaboration. The paper also presents recommendations for the development of renewable energy (RE) media campaigns using digital advertising.

Fonte de datos: Dialnet