Assessing Advertising Effectiveness:The Potential of Goal-Directed Behavior

摘要

Advertising clutter and declining audience attention means advertisers need pretesting to ensure the effectiveness of their advertisements. This study uses, for the first time, a variable-resolution display to measure viewers' visual attention to advertising. The display features only the part of an ad that corresponds with the observer's eye gaze with high acuity, whereas the resolution of the other parts reflects the decline in spatial resolution of the human visual system. Participants keep the highest resolution area aligned with their foveal vision using manual cursor movements. In accordance with neuroscientific theory, recorded cursor movements parallel the eye gaze patterns observed in a control group. However, unlike tracking eye movements, the instrument offers a simple, unobtrusive, low-cost, and time-efficient way to measure the effectiveness of visual advertising. The results encourage the use of goal-directed manual pointing movements to indicate attentional signals generated in the brain.