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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 Yang
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.

History

Publication title

2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: Proceedings

Volume

29

Editors

J Goldenberg, J Laran, and A Stephen

Pagination

23-29

ISBN

978-0-87757-367-8

Department/School

TSBE

Publisher

American Marketing Association

Place of publication

Chicago

Event title

2018 AMA Winter Academic Conference

Event Venue

New Orleans, LA

Date of Event (Start Date)

2018-02-23

Date of Event (End Date)

2018-02-25

Rights statement

Copyright 2018 American Marketing Association

Repository Status

  • Restricted

Socio-economic Objectives

Marketing; Expanding knowledge in language, communication and culture

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