Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
Review
. 2014 Mar 17:5:210.
doi: 10.3389/fpsyg.2014.00210. eCollection 2014.

Eye movements when viewing advertisements

Emily Higgins  1 , Mallorie Leinenger  1 , Keith Rayner  1
Affiliations
Review

Eye movements when viewing advertisements

Emily Higgins et al. Front Psychol. .

Abstract

In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads), before turning to a consideration of advertisements in dynamic media (television and the Internet). Finally, we propose topics and methodological approaches that may prove to be useful in future research.

Keywords: advertising; eye movements; marketing; saccades; visual attention.

PubMed Disclaimer

References

    1. Ashby J., Rayner K., Clifton C. (2005). Eye movements of highly skilled and average readers: differential effects of frequency and predictability. Q. J. Exp. Psychol. 58 1065–1086 10.1080/02724980443000476 - DOI - PubMed
    1. Bearden W. O., Netemeyer R. G. (eds). (1999).Handbook of Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research. Newbury Park, CA: Sage Publishing
    1. Benway J. P. (1998). ``Banner blindness: the irony of attention grabbing on the World Wide Web,'' in Proceedings of the Human Factors and Ergonomics Society 42nd Annual Meeting Vol. 2 463–467
    1. Benway J. P. (1999). Banner Blindness: What Searching Users Notice and Do Not Notice on the World Wide Web. Unpublished doctoral dissertation; Rice University, Houston, TX
    1. Brasel S. A., Gips J. (2008a). Breaking through fast-forwarding: brand information and visual attention. J. Mark. 72 31–48 10.1509/jmkg.72.6.31 - DOI