Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception-Reference-Cited by-同舟云学术

Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception

Published:2023-06-03 Issue:11 Volume:13 Page:6808
ISSN:2076-3417
Container-title:Applied Sciences
language:en
Short-container-title:Applied Sciences

Author:

Madlenak Radovan¹^ORCID,Chinoracky Roman¹^ORCID,Stalmasekova Natalia¹,Madlenakova Lucia¹

Affiliation:

1. Faculty of Operation and Economics of Transport and Communications, University of Žilina, Univerzitná 8215/1, 010 26 Žilina, Slovakia

Abstract

This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor advertising on consumer decisions. The findings of this study have important implications for businesses providing outdoor advertising spaces, as well as those using outdoor advertising as a form of advertisement. Additionally, the study provides insights into the role of transportation background and how it influences consumer behaviour in relation to outdoor advertising.

Funder

resources of the European Regional Development Fund

Publisher

MDPI AG

Subject

Fluid Flow and Transfer Processes,Computer Science Applications,Process Chemistry and Technology,General Engineering,Instrumentation,General Materials Science

Link

https://www.mdpi.com/2076-3417/13/11/6808/pdf

Reference48 articles.

1. Nelson, R., and Sykes, A. (2013). Outdoor Advertising, Routledge.

2. Barry, P. (2016). Advertising Concept Book 3E: Think Now, Design Later, Thames & Hudson. [3rd ed.].

3. Bernstein, D. (1997). Advertising Outdoors: Watch This Space!, Phaidon Press. [1st ed.].

4. Sutte, D.T. (1994). The Appraisal of Outdoor Advertising Signs, Appraisal Institute.

5. Arens, W., and Weigold, M.M. (2017). Advertising, McGraw Hill. [3rd ed.].

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Differences between Experts and Novices in the Use of Aircraft Maintenance Documentation: Evidence from Eye Tracking;Applied Sciences;2024-02-02

2. Eye-Tracking System as a Part of the Phishing Training;2023 21st International Conference on Emerging eLearning Technologies and Applications (ICETA);2023-10-26