The role of social categorization of models on visual attention to features of print advertisements

 

International Communication Association. Washington, D. C.

Abstract: Recent trends in consumer behavior have resulted in brands’ use of models in ads that challenge essentialized social categories (e.g., racially ambiguous) to appeal to socially-conscious consumers. Although industry outlets propose tentative suggestions for mechanisms underlying positive responses to these models, little empirical research investigates how different aspects of social identity (e.g., race, gender) are associated with responses. Using a theoretical framework of social categorization (Macrae & Bodenhausen, 2000), the present experimental research used eyetracking to examine if visual attention to models in ads differs on the basis of social identity presentation and how attention is associated with consumer behavior measures like purchase intention. For ads with socially ambiguous models, it is expected that participants will demonstrate more attention to the model and less attention to the logo compared to ads with socially unambiguous models. A research question asks about the relationship of attention to these features with purchase intention.

Glenna Read 

Related Research


Examining the effects of violence level and provocation on aversive motivation activation and resource allocation in violent humorous ads

Frank, A. (PhD student), Read, G. L., Duncan, J. (PhD student), Hatfield, H. R. (PhD student), & Kim, S (former PhD student). “Examining the effects of violence level and provocation on aversive motivation activation […]

Glenna ReadHaley R. Hatfield
read more
The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance

Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive control […]

DongWon ChoiJihoon (Jay) Kim
read more