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Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Marketing and Market Research Department, Faculty of Economic and Business Sciences, University of Granada, 18011 Granada, Spain
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Academic Editor: María Teresa Ballestar
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1165-1185; https://doi.org/10.3390/jtaer16050066
Received: 2 February 2021 / Revised: 4 March 2021 / Accepted: 26 March 2021 / Published: 31 March 2021
Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies. View Full-Text
Keywords: Google; SEM; regulatory fit; elaboration probability model; message framing; eye tracking Google; SEM; regulatory fit; elaboration probability model; message framing; eye tracking
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MDPI and ACS Style

Giraldo-Romero, Y.-I.; Pérez-de-los-Cobos-Agüero, C.; Muñoz-Leiva, F.; Higueras-Castillo, E.; Liébana-Cabanillas, F. Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1165-1185. https://doi.org/10.3390/jtaer16050066

AMA Style

Giraldo-Romero Y-I, Pérez-de-los-Cobos-Agüero C, Muñoz-Leiva F, Higueras-Castillo E, Liébana-Cabanillas F. Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1165-1185. https://doi.org/10.3390/jtaer16050066

Chicago/Turabian Style

Giraldo-Romero, Yessica-Ileana; Pérez-de-los-Cobos-Agüero, Carmen; Muñoz-Leiva, Francisco; Higueras-Castillo, Elena; Liébana-Cabanillas, Francisco. 2021. "Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1165-1185. https://doi.org/10.3390/jtaer16050066

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