Abstract
Persuasive messages within online advertisements are some of the key factors in making marketing content noticed by potential consumers. In order to attract more and more attention in a very competitive environment, various techniques are used with observed evolution toward higher intrusiveness. The question is how an intrusive content is affecting consumer decisions and choices. While aggressive techniques are affecting user experience negatively, it is worth searching for a compromise between expectations of marketers and web users The main goal of the presented research was to verify the relation between the level of intrusiveness of marketing content and the consumer choice within an online environment, with the use of eye tracking to show if products with more noticeable advertisements used are less or more frequently when selected by affected consumers.
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Acknowledgement
This work was partially supported by the National Science Centre, Poland, Grant No. 2016/21/B/HS4/01562. Authors would like to thank Adrian Kokot, the student of Faculty of Computer Science and Information Technology at West Pomeranian University of Technology for his help during the experimental study.
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Dziśko, M., Jankowski, J., Wątróbski, J. (2017). Measuring the Impact of Intrusive Online Marketing Content on Consumer Choice with the Eye Tracking. In: Nermend, K., Łatuszyńska, M. (eds) Neuroeconomic and Behavioral Aspects of Decision Making. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-62938-4_23
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DOI: https://doi.org/10.1007/978-3-319-62938-4_23
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