TY - JOUR
T1 - Can’t take my eyes off of the model
T2 - the impact of sexual appeal and product involvement on selective attention to advertisements
AU - Gong, Zijian
AU - Holiday, Steve
AU - Cummins, R. Glenn
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
PY - 2021
Y1 - 2021
N2 - This study employed eye-tracking as a direct measure of visual attention to examine 1) the potential distraction effects of sexual appeals and 2) whether product involvement moderates the effect of sexual appeals on attention and recall of advertisements. Results indicated the distraction effects of sexual imagery only occurred in low product involvement conditions because the presence of sexualized images negatively interfered with the processing of low product involvement advertisements by increasing visual attention to the sexualized model and reducing visual attention to non-sexual message execution elements. In high product involvement conditions, sexual appeals increased visual attention to image of the product but not copy or headline.
AB - This study employed eye-tracking as a direct measure of visual attention to examine 1) the potential distraction effects of sexual appeals and 2) whether product involvement moderates the effect of sexual appeals on attention and recall of advertisements. Results indicated the distraction effects of sexual imagery only occurred in low product involvement conditions because the presence of sexualized images negatively interfered with the processing of low product involvement advertisements by increasing visual attention to the sexualized model and reducing visual attention to non-sexual message execution elements. In high product involvement conditions, sexual appeals increased visual attention to image of the product but not copy or headline.
UR - http://www.scopus.com/inward/record.url?scp=85089894135&partnerID=8YFLogxK
U2 - 10.1080/10696679.2020.1803089
DO - 10.1080/10696679.2020.1803089
M3 - Article
AN - SCOPUS:85089894135
VL - 29
SP - 162
EP - 174
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
SN - 1069-6679
IS - 2
ER -