Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Outros Autores: | , , , , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10437/2312 |
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. |
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Grabbing attention while reading website pages: the influence of verbal emotional cues in advertisingATENÇÃOINTERNETPUBLICIDADEMARKETINGATTENTIONINTERNETADVERTISINGMARKETINGThe 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.Edições Universitárias Lusófonas2012-04-09T10:55:45Z2011-01-01T00:00:00Z2011info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10437/2312eng1647-7677Ferreira, Paulo Jorge QuaresmaRita, PauloMorais, DiogoRosa, Pedro JoelOliveira, JorgeGamito, PedroSantos, NunoSoares, FábioSottomayor, Catarinainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-09T14:11:10Zoai:recil.ensinolusofona.pt:10437/2312Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:17:45.738263Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
title |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
spellingShingle |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising Ferreira, Paulo Jorge Quaresma ATENÇÃO INTERNET PUBLICIDADE MARKETING ATTENTION INTERNET ADVERTISING MARKETING |
title_short |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
title_full |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
title_fullStr |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
title_full_unstemmed |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
title_sort |
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising |
author |
Ferreira, Paulo Jorge Quaresma |
author_facet |
Ferreira, Paulo Jorge Quaresma Rita, Paulo Morais, Diogo Rosa, Pedro Joel Oliveira, Jorge Gamito, Pedro Santos, Nuno Soares, Fábio Sottomayor, Catarina |
author_role |
author |
author2 |
Rita, Paulo Morais, Diogo Rosa, Pedro Joel Oliveira, Jorge Gamito, Pedro Santos, Nuno Soares, Fábio Sottomayor, Catarina |
author2_role |
author author author author author author author author |
dc.contributor.author.fl_str_mv |
Ferreira, Paulo Jorge Quaresma Rita, Paulo Morais, Diogo Rosa, Pedro Joel Oliveira, Jorge Gamito, Pedro Santos, Nuno Soares, Fábio Sottomayor, Catarina |
dc.subject.por.fl_str_mv |
ATENÇÃO INTERNET PUBLICIDADE MARKETING ATTENTION INTERNET ADVERTISING MARKETING |
topic |
ATENÇÃO INTERNET PUBLICIDADE MARKETING ATTENTION INTERNET ADVERTISING MARKETING |
description |
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. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-01-01T00:00:00Z 2011 2012-04-09T10:55:45Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10437/2312 |
url |
http://hdl.handle.net/10437/2312 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1647-7677 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Edições Universitárias Lusófonas |
publisher.none.fl_str_mv |
Edições Universitárias Lusófonas |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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