The Pop-Up Ads are Among Us: The Invasion of this Game Placement and its Effects on Consumer Technology with the Aid Eye Tracking
Companies are investing exponentially in inserting their products and brands in television shows called placement. This empirical article tests the effects of pop-up ad prominence and congruence type of placement on visual attention, memory, attitudes and brand purchase intention by the consumer. Fr...
| Autores: | , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2015 |
| País: | Brasil |
| Recursos: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | portugués |
| OAI Identifier: | oai:https://periodicos.uninove.br:article/12073 |
| Acesso em linha: | https://periodicos.uninove.br/remark/article/view/12073 |
| Access Level: | acceso abierto |
| Palavra-chave: | Placement; Visual Attention; Eye Tracking; Consumer. Placement; Atenção Visual; Eye Tracking; Consumidor. |
| Resumo: | Companies are investing exponentially in inserting their products and brands in television shows called placement. This empirical article tests the effects of pop-up ad prominence and congruence type of placement on visual attention, memory, attitudes and brand purchase intention by the consumer. From an exploratory and another causal study done in an American university and with the help of Eye Tracking technology, it was found that the prominence significantly impacts the consumer's attention, but no significant effects for the other constructs. |
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