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Gender differences in visual attention and attitude towards types of advertisements

Boscolo, Juliana, MAHESHWARI, Vish, OLIVEIRA, Jorge and DE MOURA ENGRACIA GIRALDI, Janaina (2020) Gender differences in visual attention and attitude towards types of advertisements. Marketing Intelligence and Planning. ISSN 0263-4503

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Abstract or description

This study examines the differences between genders in visual attention and attitudes towards different types of advertisements.
An experimental design using a structured questionnaire and six print advertisements with a male, female, and neutral focus was used to evaluate gender differences. In total, 180 students from a public University in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study.
In the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes towards the advertisements.
Because it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed, or even from a prior observation of this advertisement.
This study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.

Item Type: Article
Uncontrolled Keywords: Visual Attention, Advertising, Communication, Eye tracking, Types of ads
Faculty: School of Business, Leadership and Economics > Business, Management and Marketing
Depositing User: Vish MAHESHWARI
Date Deposited: 05 Aug 2020 15:39
Last Modified: 02 Sep 2020 10:54
URI: http://eprints.staffs.ac.uk/id/eprint/6446

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