Eye fixations on advertisements and memory for brands: A model and findings

Marketing Science

Volumn 19, Issue 4, 2000, Pages 297-312

  Wedel, Michel ^a,b   Pieters, Rik ^c  

^a UNIVERSITY OF GRONINGEN   (Netherlands)

^b UNIVERSITY OF MICHIGAN   (United States)

^c TILBURG UNIVERSITY   (Netherlands)

Author keywords

Brand advertising; Brand memory; Hierarchical Bayes; Visual attention

Indexed keywords

EID: 0034257395     PISSN: 07322399     EISSN: None     Source Type: Journal    
DOI: 10.1287/mksc.19.4.297.11794     Document Type: Article

References (49)

1. Batra, R., J. G. Myers, D. A. Aaker. 1996. Advertising Management. Prentice Hall, Upper Saddle River, NJ.
2. Bundesen, C. 1990. A theory of visual attention. Psych. Rev. 97 523-547.
3. Burke, R. R., T. K. Srull. 1988. Competitive interference and consumer memory for advertising. J. Consumer Res. 15 55-68.
4. Busemeyer, J. R., J. T. Townsend. 1993. Decision field theory: A dynamic-cognitive approach to decision making in an uncertain environment. Psych. Rev. 100 (3) 432-459
5. Coeffe, C., J. K. O'Regan. 1987. Reducing the influence of nontarget stimuli on saccade accuracy: Predictability and latency effects. Vision Res. 27 227-240.
6. Cowan, N. 1995. Attention and Memory: An Integrated Framework. Oxford University Press, Oxford, U.K.
7. Finn, A. 1988. Print ad recognition readership scores: An information processing perspective. J. Marketing Res. 25 (May) 168-177.
8. Gelman, A., J. B. Carlin, H. S. Stern, D. B. Rubin. 1995. Bayesian Data Analysis. Chapman & Hall, London, U.K.
9. Gilks, W. J., S. Richardson, D. J. Spiegelhalter. 1996. Markov Chain Monte Carlo in Practice. Chapman & Hall, London, U.K.
10. Greene, R. L. 1986. Sources of recency effects in free recall. Psych. Bull. 99 221-228.
11. Ha, L., B. R. Litman. 1997. Does advertising clutter have diminishing and negative returns? J. Adv. 26 31-42.
12. Hanssens, D. M., B. A. Weitz. 1980. The effectiveness of industrial print advertisements across product categories. J. Marketing Res. 17 (August) 294-306.
13. Hawley, K. J., W. A. Johnston. 1991. Long-term perceptual memory for briefly exposed words as a function of awareness and attention. J. Experiment. Psych.: Human Perception Performance 17 807-815.
14. Henderson, J. M. 1992. Visual attention and eye movement control during reading and picture viewing. K. Rayner, ed. Eye Movements and Visual Cognition. Springer Verlag, New York, 260-283.
15. Hintzman, D. L. 1988. Judgements of frequency and recognition memory in a multiple-trace memory model. Psych. Rev. 95 (4) 526-531.
16. Jacoby, L. L., M. Dallas. 1981. On the relationship between autobiographical memory and perceptual learning. J. Experiment Psych.: General 110 306-340.
17. Janiszewski, C. 1990a. The influence of nonattended material on the processing of advertising claims. J. Marketing Res. 27 263-278.
18. _. 1990b. The influence of print advertisement organization on affect toward the brand name. J. Consumer Res. 17 53-65.
19. _. 1998. The influence of display characteristics on visual exploratory search behavior. J. Consumer Res. 25 290-301.
20. _, B. Bickart. 1994. Managing attention. Adv. Consumer Res, 21 329.
21. Judge, G. G., W. E. Griffiths, R. C. Hill, H. Lütkepohl, T. C. Lee. 1985. The Theory and Practice of Econometrics. Wiley, New York.
22. Just, M. A., P. A. Carpenter. 1988. Reading and spatial cognition: Reflections from eye fixations. G. Luer, U. Lass, J. Shallo-Hoffmann, eds. Eye Movement Research: Physiological and Psychological Aspects. C. J. Hogrefe, Toronto, Canada, 193-213.
23. Kahneman, D. 1973. Attention and Effort. Prentice Hall, Englewood Cliffs, NJ.
24. Karslake, J. S. 1940. The Purdue eye-camera: A practical apparatus for studying the attention-value of advertisements. J. Appl. Psych. 24 417-440.
25. Krishnan, H. S., D. Chakravarti. 1993. Varieties of brand memory induced by advertising: Determinants, measures, and relationships. D. A. Aaker, A. L. Biel, eds. Brand Equity and Advertising: Advertising's Role in Building Strong Brands. Lawrence Erlbaum, Hillsdale, NJ 213-231.
26. _, _. 1999. Memory measures for pretesting advertisements: An integrative conceptual framework and a diagnostic template. J. Consumer Psych. 8 1-37.
27. _, S. Shapiro. 1996. Comparing implicit and explicit memory for brand names from advertisements. J. Experiment. Psych.: Appl. 2 147-163.
28. Kruschke, J. K. 1996. Base rates in category learning. J. Experiment. Psych.: Learn. Memory Cognition 22 (1) 3-26.
29. LaBerge, D. 1995. Attentional Processing: The Brain's Art of Mindfulness. Harvard University Press, Cambridge, MA.
30. Loftus, G. R. 1972. Eye fixations and recognition memory for pictures. Cogn. Psych. 3 525-551.
31. _, N. H. Mackworth. 1978. Cognitive determinants of fixation location during picture viewing. J. Experiment. Psych.: Human Perception Performance 4 565-572.
32. McConkie, G. W. 1983. Eye movements and perception during reading. K. Rayner, ed. Eye Movements in Reading: Perceptual and Language Processes. Academic Press, New York, 65-96.
33. _, P. W. Kerr, B. P. Dyre. 1994. What Are "normal" eye movements during reading: Toward a mathematical description. J. Ygge, G. Lennerstrand, eds. Eye Movements in Reading. Elsevier Science Inc, Tarrytown, NY. 315-327.
34. Ober, J. 1994. Infra-red reflection technique. J. Ygge, G. Lennerstrand, eds. Eye Movements in Reading. Elsevier Science Inc, Tarrytown, NY, 9-19.
35. Olney, T. J., M. B. Holbrook, R. Batra. 1991. Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. J. Consumer Res. 17 440-451.
36. Pieters, R., E. Rosbergen, M. Wedel. 1999. Visual attention to repeated print advertising: A test of scanpath theory. J. Marketing Res. 36 (November).
37. _, L. Warlop. 1999. Visual attention during brand choice: The impact of time pressure and task motivation. Internat. J. Res. Marketing 16 1-16.
38. Raaijmakers, J. G. W., R. M. Shiffrin. 1992. Models for recall and recognition. Ann. Rev. Psych. 43 205-234.
39. Rayner, K. 1998. Eye movements in reading and information processing: 20 years of research. Psych. Bull. 124 372-422.
40. Richardson-Klavehn, A., R. A. Bjork. 1988. Measures of Memory. Ann. Rev. Psych. 39 475-543.
41. Rosbergen, E., R. Pieters, M. Wedel. 1997. Visual attention to advertising: A segment-level analysis. J. Consumer Res. 24 305-314.
42. Rossiter, J. R. 1981. Predicting starch scores. J. Adv. Res. 21 (October) 63-68.
43. _, L. Percy. 1997. Advertising Communications and Promotion Management, 2nd ed. McGraw-Hill, New York.
44. Sandage, C. H. 1945. Advertising: Theory and Practice. Richard D. Irwin, Inc., Chicago, IL.
45. Sergent, J., Y. Takane. 1987. Structures in two-choice reaction time data. J. Experiment. Psych. 13 300-315.
46. Sperling, G., E. Weichselgartner. 1995. Episodic theory of the dynamics of spatial attention. Psych. Rev. 102 503-532.
47. Suppes, P. 1994. Stochastic models of reading. J. Ygge, G. Lennerstrand, eds. Eye Movements in Reading. Elsevier Science Inc, Tarrytown, NY, 349-364.
48. Viviani, P. 1990. Eye movements in visual search: Cognitive, perceptual and motor control aspects. E. Kowler, ed. Eye Movements and Their Role in Visual and Cognitive Processes. Elsevier Science Publishers, Amsterdam, The Netherlands, 353-393.
49. Wyer, R. S., T. K. Srull. 1986. Human cognition in its social context. Psych. Rev. 93 322-359.