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X Demographics
Mendeley readers
Attention Score in Context
| Title |
The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness
|
|---|---|
| Published in |
Frontiers in Psychology, March 2014
|
| DOI | 10.3389/fpsyg.2014.00166 |
| Pubmed ID | |
| Authors |
Pitch Sajjacholapunt, Linden J. Ball |
| Abstract |
Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participants' eye movements when they examined webpages containing either bottom-right vertical banners or bottom-center horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed people's memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localized more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information. |
X Demographics
The data shown below were collected from the profiles of 8 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| France | 1 | 13% |
| United States | 1 | 13% |
| Italy | 1 | 13% |
| Spain | 1 | 13% |
| Unknown | 4 | 50% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 7 | 88% |
| Scientists | 1 | 13% |
Mendeley readers
The data shown below were compiled from readership statistics for 180 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| United Kingdom | 1 | <1% |
| United States | 1 | <1% |
| China | 1 | <1% |
| Canada | 1 | <1% |
| Unknown | 176 | 98% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Master | 34 | 19% |
| Student > Bachelor | 26 | 14% |
| Student > Ph. D. Student | 21 | 12% |
| Professor > Associate Professor | 12 | 7% |
| Researcher | 11 | 6% |
| Other | 28 | 16% |
| Unknown | 48 | 27% |
| Readers by discipline | Count | As % |
|---|---|---|
| Business, Management and Accounting | 47 | 26% |
| Psychology | 32 | 18% |
| Computer Science | 8 | 4% |
| Economics, Econometrics and Finance | 7 | 4% |
| Social Sciences | 6 | 3% |
| Other | 25 | 14% |
| Unknown | 55 | 31% |
Attention Score in Context
This research output has an Altmetric Attention Score of 24. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 10 December 2021.
All research outputs
#1,595,070
of 25,646,963 outputs
Outputs from Frontiers in Psychology
#3,305
of 34,725 outputs
Outputs of similar age
#15,659
of 236,562 outputs
Outputs of similar age from Frontiers in Psychology
#26
of 151 outputs
Altmetric has tracked 25,646,963 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 93rd percentile: it's in the top 10% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 34,725 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 13.3. This one has done particularly well, scoring higher than 90% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 236,562 tracked outputs that were published within six weeks on either side of this one in any source. This one has done particularly well, scoring higher than 93% of its contemporaries.
We're also able to compare this research output to 151 others from the same source and published within six weeks on either side of this one. This one has done well, scoring higher than 82% of its contemporaries.