From the attention to the recall: looking behind online consumer response

Abstract

ABSTRACT Purpose: The purpose of this paper is to find how generation cohorts Y and Z process online content and to make a parallel between attention and recall in online consumer response framework. It also uncovers differences between two generations and offers valuable insights for managers. Design/methodology/approach: Eye-tracking was combined with in-depth qualitative interviews to uncover values behind the attention and indicators of recall. The eye-tracking study was conducted in a behavioural lab on a simulated website, followed by interviews recording. Findings: Despite similar attentional patterns, the two cohorts have different values that the content needs to satisfy to be preferred and remembered. The laddering provided a look into these values and deeper understanding of biometrical measures. Research limitations/implications: The study is limited to laboratory settings and small sample size. Practical implications: The results can inform decision-makers on how to optimise the digital content and increase content recall for the target age groups within cohorts Y and Z. Originality/value: This is the first study that combines eye-tracking and laddering interviews in interpreting path from attention to the recall of online content.