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Experimental Study of Color Contrast Influence in Internet Advertisements with Eye Tracker Usage

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Neuroeconomic and Behavioral Aspects of Decision Making

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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Abstract

In the last decade, the number of practical applications that use eye tracker devices has significantly increased. Nowadays, eye tracking is a very important part of neuromarketing and experimental economics research. This chapter presents the experiment with eye tracking usage that was conducted to check how the contrast of advertisements influences their effectiveness. The main motivation for this research is the fact that it is very difficult to gain consumer’s attention in online systems. The experiment was aimed to detect the relations between the contrast of advertising units, its location within the site, and the level of the recipient’s interest based on absorption and attention. The results of the experiment are presented and discussed.

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Author information

Authors and Affiliations

  1. Faculty of Computer Science and Information Technology, West Pomeranian University of Technology, Szczecin, Żołnierska 49, 71-210, Szczecin, Poland

    Wojciech Sałabun, Artur Karczmarczyk & Piotr Mejsner

Authors
  1. Wojciech Sałabun
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  2. Artur Karczmarczyk
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  3. Piotr Mejsner
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Corresponding author

Correspondence to Wojciech Sałabun .

Editor information

Editors and Affiliations

  1. Department of Computer Methods in Experimental Economics, Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Kesra Nermend

  2. Institute of IT in Management, Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Małgorzata Łatuszyńska

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Sałabun, W., Karczmarczyk, A., Mejsner, P. (2017). Experimental Study of Color Contrast Influence in Internet Advertisements with Eye Tracker Usage. 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_24

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