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Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior

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Tan, SZ, Low, KH, Tjiptono, F, Watabe, M and Yang, L ORCID: 0000-0001-5784-0922 2018 , 'Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior', in J Goldenberg and J Laran and A Stephen (eds.), 2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: Proceedings , American Marketing Association, Chicago, E-23-E-29 .

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Abstract

Two eye tracking experiments are presented to investigate the effects of unfamiliar (incongruent) ad context on promoting ashift in attention to unattended stimuli and, subsequently, triggering external search behavior. Drawing on congruity theory,this study focuses on how incongruent ad context improves attention allocation and triggers external search behavior.

Item Type: Conference Publication
Authors/Creators:Tan, SZ and Low, KH and Tjiptono, F and Watabe, M and Yang, L
Keywords: eye tracking, marketing communication, QR code, advertising
Journal or Publication Title: 2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: Proceedings
Publisher: American Marketing Association
Copyright Information:

Copyright 2018 American Marketing Association

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