Measuring ad effectiveness using big-five personality traits, ad recall and visual attention

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Ευαγγέλου, Σεμίρα Μαρία
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This master’s thesis investigated the effectiveness of advertising, considering advertisement recall, visual attention, and the role of consumer personality in advertising. In the context of this study, an online store was developed with six product categories and eight clickable banner advertisements. The advertisements were created using an online advertisement creation tool and the colors used were selected after a careful review of the literature on color effectiveness. During this study, an experiment was performed that took place in the usability evaluation and Human-Computer Interaction Laboratory at the Computer Engineering Department of the University of Patras. The results presented hereinafter were collected during the 2020-2021 academic year. Overall, forty-three participants (17 were women) participated in the study. They were all informed that the store was not a real one, and they were hypothetically given the amount of 1,000 euros to buy what they want from the online store. Eye-tracking data, questionnaires, and interviews were used and analyzed to provide a better understanding of the factors that are related to advertising effectiveness. Firstly, the research focused on examining correlations between the Big-Five characteristics scores and the percentage of the advertisements that were noticed or the percentage of the advertisements that were recalled. In addition, correlations between participants’ Big-Five characteristics regarding their attitude toward advertising were examined. Finally, the banner blindness phenomena were tested regarding Big-Five personality trait correlations. Findings of this study revealed that participants with the lowest scores in the Openness to Experience dimension were more likely to have scores ranked higher in the response to advertising annoyance. Also, there was a positive correlation between the Extraversion scores of the participants and their attitude towards the advertising, which was statistically significant. Findings confirmed banner blindness since participants in most cases failed to recall advertisements even in cases that they did gaze at these. Insights related to the attention to the advertisement based on eye-tracking recordings were revealed that the longer users pay attention to a banner advertisement, the better their recognition performance.
Advertisements, Eye-tracking