The female gaze: Content composition and slot position in personalized banner ads, and how they influence visual attention in online shoppers

作者：

Highlights：

• Female consumers spent the most time looking at ads containing discount information.

• Ads with images and text next to articles about apparel were the most eye-catching.

• Female consumers fixated first on right sidebar ads with a model wearing the garment.

• Personalized ads on news sites received greater attention than those on portal sites.

• Top-center ads on portal sites received more notice than those in the right sidebar.

摘要

•Female consumers spent the most time looking at ads containing discount information.•Ads with images and text next to articles about apparel were the most eye-catching.•Female consumers fixated first on right sidebar ads with a model wearing the garment.•Personalized ads on news sites received greater attention than those on portal sites.•Top-center ads on portal sites received more notice than those in the right sidebar.

论文关键词：Personalized banners,Ad slot position,Ad content,Visual attention,Eye tracking,Online apparel retailer

论文评审过程：Available online 28 December 2017, Version of Record 3 January 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2017.12.038