The Effect of Teaser Advertisement on Consumer Attention to the Product

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Abstract

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A "teaser advertisement" is a type of advertisement that does not provide all the information but intentionally ends in a state where the user is curious about the continuation, thereby trying to stimulate the consumer interest. In this study, we conducted an eye-tracking experiment witha teaser advertisement and a subsequent interview to examine a) the degree of attention to the curiosity-inducing element in a teaser advertisement and b) the effect of the curiosity-inducing element on the preference to the advertisement. Using a screen-based eye tracker, a teaser TV commercial with a hidden object in its scene was presented to 33 female subjects and their gaze data were collected. After the experiment was completed, subjects are asked to rate the　preference of the commercial on a 7-point scale. Also, the subjects were asked to give an impression of the advertisement verbally. Subjects' visual attention to the hidden object was analyzed and the result showed that the object got the highest attention in the scene where it was presented. In addition, the result of text mining of the impression of the advertisement showed that the incomplete information triggered an interest for the product for some subjects, but in some cases, it results in a dissatisfaction with the advertisement.

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