Utilize este identificador para referenciar este registo: http://hdl.handle.net/10437/2312
Título: Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising
Autores: Ferreira, Paulo Jorge Quaresma
Rita, Paulo
Morais, Diogo
Rosa, Pedro Joel
Oliveira, Jorge
Gamito, Pedro
Santos, Nuno
Soares, Fábio
Sottomayor, Catarina
Palavras-chave: ATENÇÃO
INTERNET
PUBLICIDADE
ATTENTION
INTERNET
ADVERTISING
MARKETING
MARKETING
Editora: Edições Universitárias Lusófonas
Resumo: The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.
Descrição: Journal of Eye Tracking, Visual Cognition and Emotion
URI: http://hdl.handle.net/10437/2312
ISSN: 1647-7677
Aparece nas colecções:Journal of Eye Tracking, Visual Cognition and Emotion nº 01 (2011)

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