Abstract
ABSTRACT This study employed eye-tracking as a direct measure of visual attention to examine 1) the potential distraction effects of sexual appeals and 2) whether product involvement moderates the effect of sexual appeals on attention and recall of advertisements. Results indicated the distraction effects of sexual imagery only occurred in low product involvement conditions because the presence of sexualized images negatively interfered with the processing of low product involvement advertisements by increasing visual attention to the sexualized model and reducing visual attention to non-sexual message execution elements. In high product involvement conditions, sexual appeals increased visual attention to image of the product but not copy or headline.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
