Tracking users' visual attention and responses to personalized advertising based on task cognitive demand

作者：

Highlights：

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• The effects of personalized display advertising on visual attention were tested using eye-tracking.

• Personalized banner ads attracted significantly longer and more attention than non-personalized ads.

• Cognitive demand of tasks moderated the effect of personalized banner ads on attention.

摘要

•The effects of personalized display advertising on visual attention were tested using eye-tracking.•Personalized banner ads attracted significantly longer and more attention than non-personalized ads.•Cognitive demand of tasks moderated the effect of personalized banner ads on attention.

论文关键词：Personalized advertising,Attention,Eye-tracking,Cognitive load

论文评审过程：Received 18 August 2015, Revised 16 October 2015, Accepted 21 October 2015, Available online 13 November 2015, Version of Record 13 November 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.10.025