Like more, look more. Look more, like more: The evidence from eye-tracking
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LIZZIE MAUGHAN is a senior consultant at Bunnyfoot, specialising in eye tracking research of offline marketing material. Her background is in psychology and photography.
SERGEI GUTNIKOV is a senior programmer and data analyst at Bunnyfoot. His background includes full medical training, various aspects of computing, and several years of studying visual memory in computer-controlled experiments.
ROB STEVENS is the Co-Founder and Director of Bunnyfoot. Bunnyfoot is a UK behavioural research consultancy; working with eye tracking. They help companies optimise the way they communicate and engage with their customers.
Keywords
Abstract
eye-tracking; outdoor advertising; engagement
In the current study, people’s viewing patterns and preferences across bus shelter advertisements were investigated. Eye-tracking was used and a correlation was found between positive evaluation of an advertisement and increased attention to it (increased number and duration of fixations on the advertisement). The implications of these findings for marketing are explored.
Journal of Brand Management (2007) 14, 335–342. doi:10.1057/palgrave.bm.2550074; published online 2 March 2007;
INTRODUCTION
Lizzie Maughan Bunnyfoot, Head Office Oxford Harwell Innovation Centre, 173 Curie Avenue, Harwell, Oxfordshire OX11 0QG, UK Tel: + 44 845 644 0650 Fax: + 44 845 644 0651 E-mail: [email protected]
Recent eye-tracking methodology has confirmed that images that trigger emotions, either positive or negative, attract more attention.1,2 This attraction to emotionally loaded images may be dependent on other factors, for example, age, gender or type of personality.3 In Isaacowitz’s study,4 optimists, while compared with pessimists, had a tendency to look longer at positive stimuli and avoided unpleasant ones. Rosler et al.1 observed that young subjects showed a stronger bias towards emotionally negative material than older individuals, while emotionally positive pictures increased attention in both age groups equally. Rinck and Becker5 found that people tend to avoid looking at the objects asso-
ciated with fear (pictures of spiders for arachnophobic subjects), but notice it earlier: the time to the initial fixations on the threatening object was shorter than in the controlled condition with neutral objects. This finding does not contradict Rosler’s observation but supports it because the observation periods were different: first 10 s in Rosler’s experiment and 1 min in Rinck and Becker’s study. Emotionally negative material attracted initial attention—greater exposure in the first 10 s, and then was avoided—smaller exposure within the 1-min long observation period. For marketing studies, the key information is not how much the subjects look at a stimulus, but how well they absorb it into their memory. In general terms, the
© 2007 PALGRAVE MACMILLAN LTD 1350-23IX $30.00 BRAND MANAGEMENT VOL. 14, NO. 4, 335–342 APRIL 2007
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greater the emotional load of an image and the longer the ex
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