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Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior

Citation

Tan, SZ and Low, KH and Tjiptono, F and Watabe, M and Yang, L, Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior, 2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: Proceedings, 23-25 February 2018, New Orleans, LA, pp. E-23-E-29. ISBN 978-0-87757-367-8 (2018) [Refereed Conference Paper]


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Abstract

Two eye tracking experiments are presented to investigate the effects of unfamiliar (incongruent) ad context on promoting a shift in attention to unattended stimuli and, subsequently, triggering external search behavior. Drawing on congruity theory, this study focuses on how incongruent ad context improves attention allocation and triggers external search behavior.

Item Details

Item Type:Refereed Conference Paper
Keywords:eye tracking, marketing communication, QR code, advertising
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Communications
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:129850
Year Published:2018
Deposited By:TSBE
Deposited On:2018-12-20
Last Modified:2018-12-21
Downloads:0

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