K.U.Leuven - Departement toegepaste economische wetenschappen
DTEW Research Report 9953 pages:1-62
Based on Mandler's theory of schema organization and previous visual attention research, we formulate and test hypotheses about the impact of ad familiarity and ad originality on attention and memory for print advertisements. To that end, one hundred and nineteen consumers browsed through two consumer magazines containing 68 print advertisements. Attention to the ads and their brand, picture and text components was assessed through infrared eye tracking. Trained judges rated the ads independently for familiarity and originality. In support of the hypotheses we find a sharp attention decline with ad familiarity, which is largely due to a reduction in attention to text. Originality of ad execution serves as a buffer against the negative influence of ad familiarity on attention, but only for the brand and picture components. The reduction of attention to the text is even larger for original than for unoriginal ads. Moreover, over and above their indirect influence through visual attention patterns, ad familiarity, ad originality and their interaction had a direct influence on brand memory.