Generation Y and Generation Z visual attention in the online environment: evidence from eye tracking and laddering



Year of publication 2018
Type Appeared in Conference without Proceedings
MU Faculty or unit

Faculty of Economics and Administration

Description The aim of this paper is to reveal the results of empirical research on consumer behavior, more precisely, visual attention and behavioral patterns in the online environment and compare the results between two generations (Generation Y and Generation Z). Empirical research was conducted by using eye tracking, complemented with in-depth laddering interviews based on the means-end chains model, in order to examine the values of both generations. Research is embedded in the scientific framework of neuroscience and neuromarketing and has a mixed character (explanatory, exploratory and confirmative). The research objective concerns the discovery of cognitive and emotional processes based on visual attention in the online environment of two groups of consumers. In other words, the work focuses on identifying the differences between actual exposure and perceived exposure for different types of content: text and graphics (image). Text and images are designed to potentially attract visual attention to certain content elements called call-to-action. Call-to-action is a digital element or tool that helps reinforce and engage customers, in particular by encouraging some desirable action in the online environment. It serves as a strategy itself and is implemented particularly in the area of digital marketing. Therefore, the exposure as an expression in this study refers to both the type of content and the exposure of the elements of call-to-action in the content. Retrospective interviews are used as a complementary method to eye tracking, and help participants to verbalize experiences, recall process, explain both decision-making and reasons why the attention has been devoted to some elements, and not to others. The results lead to better understanding of consumer behavior in theory and optimizing online content in practice.
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