We develop a conceptual framework about the impact that branding activity (the audiovisual representation of brands) and consumers' focused versus dispersed attention have on consumer moment-to-moment avoidance decisions during television advertising. We formalize this framework in a dynamic...

This study investigates consumers' attention to retail feature ads and proposes a method to optimize the design of the ads. Utilizing a large dataset of consumers' attention to over 1,100 individual feature ads collected with eye-tracking technology, we analyze the effects of the five key design...

Rising levels of advertising competition have made it increasingly difficult to attract and hold consumers' attention and to establish strong memory traces for the advertised brand. A common communication strategy to break through this competitive clutter is to increase ad originality. However,...

Most ads in practice receive no more than a single eye fixation. This study investigates the limits of what ads can communicate under such adverse exposure conditions. We find that consumers already know at maximum levels of accuracy and with high degree of certainty whether something is an ad...

The number of brands in the marketplace has vastly increased in the 1980s and 1990s, and the amount of money spent on advertising has run parallel. Print advertising is a major communication instrument for advertisers, but print media have become cluttered with advertisements for brands....