An Eye Tracking Study of Attention to Print Advertisements: Effects of Typeface Figuration
Abstract
:Introduction
Theoretical background
- H1: Typeface figuration will have a positive influence on viewers’ response. Particularly, the figuration that generates a more irregular form of the typeface (trope) will positively influence attitude toward an ad and a brand, as well as have the positive influence on purchase intention in low involvement conditions of viewing advertisements.
Attention and information processing
- H2a: Typeface figuration compared to no figuration of a typeface will have no significant impact on fixation frequency for typefaces that are approximately the same in size.
- H2b: Typeface figuration will have an impact on total fixation duration. Particularly, total fixation duration is expected to be greater for the figuration that generates a more irregular form of the typeface (trope).
Effects of the product type and spokesperson type
- H3: Typeface figuration will be more beneficial when hedonic features as compared to utilitarian features of the product are highlighted.
Method
Design and stimuli
Independent variables
Measures
Participants and procedure
Results
Effects of typeface figuration on attitude
Interaction between figuration and product type
Discussion
Implications and conclusions
Limitations and future research
Acknowledgments
References
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Puškarević, I.; Nedeljković, U.; Dimovski, V.; Možina, K. An Eye Tracking Study of Attention to Print Advertisements: Effects of Typeface Figuration. J. Eye Mov. Res. 2016, 9, 1-18. https://doi.org/10.16910/jemr.9.5.6
Puškarević I, Nedeljković U, Dimovski V, Možina K. An Eye Tracking Study of Attention to Print Advertisements: Effects of Typeface Figuration. Journal of Eye Movement Research. 2016; 9(5):1-18. https://doi.org/10.16910/jemr.9.5.6
Chicago/Turabian StylePuškarević, Irma, Uroš Nedeljković, Vladimir Dimovski, and Klementina Možina. 2016. "An Eye Tracking Study of Attention to Print Advertisements: Effects of Typeface Figuration" Journal of Eye Movement Research 9, no. 5: 1-18. https://doi.org/10.16910/jemr.9.5.6
APA StylePuškarević, I., Nedeljković, U., Dimovski, V., & Možina, K. (2016). An Eye Tracking Study of Attention to Print Advertisements: Effects of Typeface Figuration. Journal of Eye Movement Research, 9(5), 1-18. https://doi.org/10.16910/jemr.9.5.6