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Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior
conference contribution
posted on 2023-05-23, 13:51 authored by Tan, SZ, Low, KH, Tjiptono, F, Watabe, M, Lin YangLin YangTwo 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.
History
Publication title
2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: ProceedingsVolume
29Editors
J Goldenberg, J Laran, and A StephenPagination
23-29ISBN
978-0-87757-367-8Department/School
TSBEPublisher
American Marketing AssociationPlace of publication
ChicagoEvent title
2018 AMA Winter Academic ConferenceEvent Venue
New Orleans, LADate of Event (Start Date)
2018-02-23Date of Event (End Date)
2018-02-25Rights statement
Copyright 2018 American Marketing AssociationRepository Status
- Restricted