Study with eye tracking technology of visual attention to non-commercial graphic advertising: “Come to give blood”

Abstract

The objective of graphic advertising is to capture and to control the visual attention of the subject. Attention can be controlled by exogenous factors (characteristics of the stimulus) and by endogenous factors (characteristics of the observer in relation to the stimulus). The effects of exogenous and endogenous factors on visual attention to a non-commercial graphic stimulus are analyzed using eye tracking technology, within the framework of a campaign aimed to increase blood-giving behavior. We used an original stimulus and four experimental stimuli designed to optimize the visual characteristics of the original stimulus. 80 subjects between 18 and 28 years old participated in the research and an experimental intersubject factorial design was developed. We concluded that the exogenous factor which causes the greatest increase in visual attention is the incorporation of an image and that the endogenous variables do not influence the attention given to the text while they do influence the attention given to the image.

KEYWORDS: visual attention, eye tracking, graphic advertising, non-commercial graphic advertising, expectation, advertising stimulus.