Oculometric responses to high emotional impact advertising stimuli: a comparison with autonomic and self-report measures

Abstract

Covid-19 affected people’s social lives and advertising (ADV) behavior. This study used implicit (oculometric and autonomic) and explicit (self-report) measures to understand the consumer’s emotional and attentional involvement with ADV. Twenty participants watched Covid-19- related and neutral ADVs (No-Covid-19 stimuli) in two different exposure orders. Oculometric, autonomic, and self-report data were collected. Participants were randomly divided into two groups that watched Covid stimuli followed by No-Covid stimuli (Order 1) or the opposite (Order 2). Oculometric data showed a decrease in Time to First Fixation, Fixation Count, and Fixation Duration sum for the Covid compared to the No-Covid condition, suggesting the Covid stimuli were more salient. Lower cardiovascular mean values for Covid condition in Order 1 were interpreted as a parasympathetic inhibitory mechanism linked to a potential freezing effect. Self-report data confirmed eye-tracking and autonomic evidence. Given the emotional impact of Covid stimuli, using Covid-themed ADV can be a helpful marketing strategy.