6/27/2014. Marketing is Visual. The Role of Visual Attention: Often Misunderstood. Evaluating Visual Marketing with Eye-Tracking

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1 Evaluating Visual Marketing with Eye-Tracking Michel Wedel Robert H. Smith School of Business University of Maryland Prompt Research Insights Presentation 22 May 2009 Marketing is Visual Visual stimuli build and carry brand equity Human information processing is largely visual Commercial visual clutter is extreme Do our visual marketing stimuli capture and retain attention sufficiently? The Role of Visual Attention: Not: But: Often Misunderstood XATTENTION INTEREST DESIRE ACTION PERCEPTION LEARNING MEMORY ACTION ATTENTION 1

2 Eye-Tracking for Visual Marketing Has a long history in Marketing starting with Nixon in 1924 Is used by companies such as P&G, IBM, Kraft Foods, Microsoft, Pepsico, Pfizer, and Google Now uses low cost sophisticated eye-tracking devices enabling: High level of recording detail Large samples of subjects and ads Results challenge received knowledge and have specific actionable implications for practice Why Do We Move Our Eyes? Eye movements: Saccades Fixations We know much of what happens in the brain as well Eye-Movements for a Mercedes Ad One person Twenty persons Saccade 2

3 Eye Tracking Equipment TOBII SYSTEM 1750 Eye-Tracking in 1960 Cool Graphs: How do viewers look at a website? 3

4 Moving beyond the Cool Graphs Eye Movements Person Factors Visual-Spatial Attention Down Stream Communication Effects Stimulus Factors Data Theory Models Combining Vision, Attention, and Eye-Movement Research Choosing from a Comparison Site: A look into the brain Results of several studies Gaze-based segmentation Print advertising design elements Effect of people s goals Familiarity and originality Effectiveness of Starch tests Feature ads Salience on the shelf TV-commercials Joint Research with Rik Pieters, Tilburg University 4

5 Gaze-Based Segmentation Scanning Segment Initial Attention Segment Sustained Attention Segment Headline Headline Packshot Bodytext Headline Key New Insight: -Viewers are heterogeneous and segments with different viewing patterns exist Packshot Attention to Print Ads and their Design Elements Text-size affects attention to the ad as a whole has base attention capture Brand attention transfers to pictorial and text rather than the other way around. Key new insight: No support for received knowledge that larger pictures get more attention, and that pictorial attention transfers to the brand. Goals have Rapid (4sec.) Influence Key new insights: -the body text is more informative when people evaluate the brand -the body text is more but the pictorial less informative when people want to learn about the brand -body text, pictorial and brand are all more informative when people try to remember the ad 5

6 Price Promotion Brand Text Price Promotion Brand Text 6/27/2014 Familiarity and Originality Ad originality increases attention to the Brand and Even more so for familiar original ads Ad originality in interaction with ad familiarity enhances memory of the brand Key new insight: Attention to the brand element promotes memory most Even for garden-variety originality, higher ad originality systematically stimulates attention and promotes brand memory Diagnosticity of Starch Tests Attention to brand and pictorial increase reported associated Starch recognition scores Attention to text does not increase the likelihood of reporting that most of the text was read. Surface sizes of the ad elements have a direct effect on Starch scores, over and above attention Key new insight: -Starch Tests are biased an lead to suboptimal ad design -Based on eye-tracking bias adjustments can be made Positive Diagnostic Value Curve Negative Diagnostic Value Curve Pr[Fixation>=cut-off m=1] Fixation cut-off PDV-Brand Asso PDV-Read Most PDV-Ad Noted Prob[Fixation<cut-off m=0] Fixation cut-off NDV-Brand Asso NDV-Read Most NDV-Ad Noted Optimal Feature Advertising Brand Text Discount Price Actual Optimal Current Optimal Key new insights: Reduce pictorial and increase brand and price elements Win-Win for manufacturers and retailers More gaze improves sales! 6

7 Competitive Brand Salience on the Shelf Bottom-Up Saliency Total Saliency (Dixan Tablets: Respondent 1) Total Saliency (Persil Tablets: Respondent 2) Salience Brand A Brand B Brand C Witte Reus Omo Persil Stimulus-Based Consumer-Based Brand D Sunil Brand E Dixan Key new insights -Substantial differences between brands exist in bottom-up and top-down effects on salience -These can be influenced differently by in-store display and advertising -Brands and SKUs should be optimally visually differentiated Improving TV Ads by Brand Pulsing Focal attention Branding Ad execution Product characteristics Viewer demographics Original Ad no Zap=47.1% Joint effect size Time frame Optimized Ad no Key new insight: Short and frequent pulsing of brands is optimal to reduce commercial avoidance through zapping Zap=41.4% Time frame Prompt Research Insights Tests Advertising pretesting Newsletters Shelves Product placement Branding and packaging Website Usability Online marketing 7

8 Conclusion Visual Aspects are Central in Marketing Communications Eye-tracking is effective for the evaluation of visual marketing effort, because it provides unique data on processing of information on packages, brands, ads and shelves. Some of our other past work is on memory effects of gaze, the effect of repeated exposures on scan-paths, and the evolution of states of attention Current work is on Single glance processing, Editorial context effects, Moment-to-Moment facial emotional expressions, Decisions on comparison websites 8