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Effectiveness of Banner Ads: An Eye Tracking and Facial Expression Analysis

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HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

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Abstract

The present paper explores how attention and emotions influence the effectiveness of banner ads. Participants performed a goal-oriented search on a website which had banner ads displaying indulgent food products (i.e., chocolate). Eye movements and facial expressions were recorded. Attention was measured by total fixation duration. Emotional valence was automatically inferred from facial expressions using facial analysis software. Results show that attention and emotional valence are positively associated with ad recognition and that emotions influence purchase intention differently depending on the degree of attention. Emotional valence is positively associated with purchase intention when attention is low, but negatively related when attention is high. The findings highlight the importance in defining marketing goals when designing online banner ads. Additional implications for both theory and practice are discussed.

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Authors and Affiliations

  1. HEC Montréal, Montréal, H3T 2A7, Canada

    Thanh-An Nguyen, Constantinos K. Coursaris, Pierre-Majorique Léger, Sylvain Sénécal & Mark Fredette

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  1. Thanh-An Nguyen
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  2. Constantinos K. Coursaris
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  3. Pierre-Majorique Léger
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  4. Sylvain Sénécal
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  5. Mark Fredette
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Corresponding author

Correspondence to Constantinos K. Coursaris .

Editor information

Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Nguyen, TA., Coursaris, C.K., Léger, PM., Sénécal, S., Fredette, M. (2020). Effectiveness of Banner Ads: An Eye Tracking and Facial Expression Analysis. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_34

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  • DOI: https://doi.org/10.1007/978-3-030-50341-3_34

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

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