Personalized advertisements with integration of names and photographs: An eye-tracking experiment

Volume: 111, Pages: 196 - 207
Published: Apr 1, 2020
Abstract
This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a...
Paper Details
Title
Personalized advertisements with integration of names and photographs: An eye-tracking experiment
Published Date
Apr 1, 2020
Volume
111
Pages
196 - 207
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