The Importance of Different Information in Donation Requests: an Eye-Tracking Analysis

Janet Kleber, University of Vienna, Austria
Sophie Süssenbach, Vienna University of Economics and Business, Austria
Stephan Dickert, Vienna University of Economics and Business, Austria
Arnd Florack, University of Vienna, Austria
An eye-tracking experiment examines the perception of different donation requests depending on numeracy. Results suggest that low numerate individuals tend to fixate more on the pictures, whereas high numerate individuals fixated more on numeric information. Donations were higher the longer pictures were fixated and if pictures illustrated the problem.
[ to cite ]:
Janet Kleber, Sophie Süssenbach, Stephan Dickert, and Arnd Florack (2013) ,"The Importance of Different Information in Donation Requests: an Eye-Tracking Analysis ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.