Pieters and Wedel (2007) test whether a viewer's goal controls attention to the parts of an ad, even in a few seconds of self-paced exposure.
An eye-tracking experiment with four processing goals and a free-viewing condition finds goal control of attention within a few seconds. A memorization goal increases attention to the body text, the picture, and the brand. A brand-learning goal increases attention to the body text and reduces attention to the picture.
Method
Eye tracking during self-paced ad exposure. Viewers are assigned one of four processing goals or a free-viewing condition. Attention is recorded separately for body text, pictorial design, and brand design objects. Pupil diameter is compared across objects and across goals.
Main findings
- The goal reallocates looking. Goal control of attention appears even during a few seconds of self-paced exposure.
- Memorizing spreads attention. An ad-memorization goal enhances attention to the body text, the pictorial, and the brand.
- Learning the brand narrows it. A brand-learning goal enhances attention to the body text and simultaneously inhibits attention to the pictorial. Informativeness is goal contingent.
Why this is in the Darwin index
This is the goal paper beside Pieters and Wedel (2004) on attention capture and transfer. The same ad does not receive the same pattern of looks when the viewer's task changes.
Source of record: doi:10.1086/519150.