Visual Velocity: Content Font Effects and Incidental Online Ad Exposure
An eyetracker study explores how character spacing alters perceptions of reading speed and peripheral advertising fixations, and suggests content typography as a key method to increase peripheral online ad effectiveness Subjective reading measures do not correlate with objective visual search patterns: consumers vary subjective readability ratings based on spacing changes but there are no objective differences in reading time. The increased time and distance between visual fixations for wide spacing offsets the decreased time spent within fixations. The larger movements in wide spacing conditions leads to increased visual attention on peripheral advertising banners without increasing conscious awareness during exposure.
Francesca Baraggioli and S. Adam Brasel (2008) ,"Visual Velocity: Content Font Effects and Incidental Online Ad Exposure", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 600-606.
Francesca Baraggioli, Account Executive, Epsilon Inc.
S. Adam Brasel, Boston College
NA - Advances in Consumer Research Volume 35 | 2008
The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals
Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University