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Personalized advertisements with integration of names and photographs: An eye-tracking experiment

机译：个性化广告与名称和照片的整合：一项眼动实验

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摘要

This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.
机译：本文研究了用收件人的姓名和照片个性化的求职广告对广告的视觉注意，对广告的态度以及最终的求职意图的影响。感知到的广告侵入性和态度说服知识可以充当视觉注意力和对广告态度的平行中介，而个人隐私问题则可以作为这种关系的调解人。在受试者之间的眼动追踪实验中，有72位参与者查看了LinkedIn上个性化或非个性化的广告。尽管参与者更频繁地将注意力集中在个性化广告上，并且观看时间更长，但他们并没有更快地注意到它或更加频繁地返回它。此外，无论参与者对隐私的关注程度如何，视觉注意力的增强都会增强其感知的侵入性，并减少那些不太关注隐私的人的态度说服知识。

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  • 来源
    《Journal of Business Research》 |2020年第4期|196-207|共12页
  • 作者

  • 作者单位

    Jean Moulin Lyon 3 Univ Iaelyon Sch Management 6 Tours Albert Thomas F-69008 Lyon France;

    Univ Antwerp Fac Business & Econ Prinsstr 13 B-2000 Antwerp Belgium|Univ Antwerp Antwerp Management Sch Prinsstr 13 B-2000 Antwerp Belgium;

    Univ Lyon 2 COACTIS 14-16 Ave Berthelot F-69007 Lyon France;

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  • 原文格式 PDF
  • 正文语种 eng
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  • 关键词

    Online advertising; Personalization; Persuasion knowledge; Eye tracking; Recruitment advertising;

    机译：在线广告;个性化;说服知识;眼动追踪;招聘广告;

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