Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation

Lucy Simmonds, Steven Bellman, Rachel Kennedy, Magda Nenycz-Thiel, Svetlana Bogomolova

Research output: Contribution to journalArticle

Abstract

For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers’ brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.

LanguageEnglish
JournalJournal of Business Research
DOIs
Publication statusPublished - 1 Jan 2019

Keywords

  • Attention
  • Brand familiarity
  • Eye-tracking
  • Prior brand usage
  • Recall
  • Video advertising

ASJC Scopus subject areas

  • Marketing

Cite this

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title = "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation",
abstract = "For advertisers, attracting attention to video marketing stimuli is paramount to building and refreshing consumers’ brand memories and increasing their propensity to purchase. Research has demonstrated brand users are more likely to recall advertising, possibly suggesting a brand's commercials draw more attention from current users than potential new customers. Testing whether prior brand usage moderates the effect of visual attention on recall, infrared eye-tracking collected fixation data from nearly 700 participants across 64 video advertising executions. The results indicate that brand users and non-users can give similar levels of visual attention: what matters is how the effectiveness of this attention differs across the two groups. Prior brand usage moderates the effect of visual attention on recall; light and non-users giving more attention have better recall. However, this effect does not exist for heavier users. These findings highlight the importance of developing advertising to gain visual attention from potential customers.",
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Moderating effects of prior brand usage on visual attention to video advertising and recall : An eye-tracking investigation. / Simmonds, Lucy; Bellman, Steven; Kennedy, Rachel; Nenycz-Thiel, Magda; Bogomolova, Svetlana.

In: Journal of Business Research, 01.01.2019.

Research output: Contribution to journalArticle

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AU - Bellman, Steven

AU - Kennedy, Rachel

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