The eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
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At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.
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This study explores how dialect wording in advertisements can enhance consumer recall and deepen brand connections. By examining six studies conducted in China, the research demonstrates that dialect advertisements evoke a stronger feeling of groundedness, leading to better recall compared to standard Mandarin ads. The findings are supported by both adjusted recognition scores and eye-tracking data. The study also identifies boundary conditions such as bicultural identity integration, traveler versus settler orientation, and brand characteristics (warm versus competent) that influence the effectiveness of dialect advertising. These insights provide valuable guidance for marketers in choosing the appropriate advertising language to enhance consumer engagement and memory.
Member Only AccessThe eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
Read more » Member Only AccessThe eyes don't lie. That is why eye-tracking has become an important tool to get accurate information on where and for how long consumers look at ads, product displays and so on. An MSI event explored how to best use such data and presented new insights from eye-tracking studies.
Read more » Member Only Access