Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior
2018
Two eye tracking experiments are presented to investigate the effects of unfamiliar (incongruent) ad context on promoting a
shift in attention to unattended stimuli and, subsequently, triggering external search behavior. Drawing on congruity theory,
this study focuses on how incongruent ad context improves attention allocation and triggers external search behavior.
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