Heads-up

Head movements during ad exposure respond to consumer goals and predict brand memory

Rik Pieters, M. Wedel

Research output: Contribution to journalArticleScientificpeer-review

Abstract

In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.
Original languageEnglish
JournalJournal of Business Research
DOIs
Publication statusE-pub ahead of print - Nov 2018

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Eye movements

Keywords

  • eye movements
  • head movements
  • goals
  • advertising
  • attention

Cite this

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title = "Heads-up: Head movements during ad exposure respond to consumer goals and predict brand memory",
abstract = "In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.",
keywords = "eye movements, head movements, goals, advertising, attention",
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doi = "10.1016/j.jbusres.2018.11.031",
language = "English",
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Heads-up : Head movements during ad exposure respond to consumer goals and predict brand memory. / Pieters, Rik; Wedel, M.

In: Journal of Business Research, 11.2018.

Research output: Contribution to journalArticleScientificpeer-review

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T1 - Heads-up

T2 - Head movements during ad exposure respond to consumer goals and predict brand memory

AU - Pieters, Rik

AU - Wedel, M.

PY - 2018/11

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N2 - In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.

AB - In day-to-day settings, eye movements of consumers are accompanied by subtle forward and backward movements of the head. The present research is the first to examine the resulting distance of the head to the stimulus, jointly with eye movements during consumers' exposure to advertising. We present the results of two eye tracking studies with different samples of respondents (total n = 362), different samples of ads (total n = 34), and different experimental set-ups and designs. We show that these subtle forward-backward head movements during ad exposure respond to consumer's processing goals, and predict subsequent brand memory, independent of eye-movements. We discuss the implications.

KW - eye movements

KW - head movements

KW - goals

KW - advertising

KW - attention

U2 - 10.1016/j.jbusres.2018.11.031

DO - 10.1016/j.jbusres.2018.11.031

M3 - Article

JO - JBR: Journal of Business Research

JF - JBR: Journal of Business Research

SN - 0148-2963

ER -