IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v13y2023i1p21582440231154480.html
   My bibliography  Save this article

Using Occluded Text as a Cue Attracting Visual Attention and Preference in Packaging and Advertising

Author

Listed:
  • Ching-Chih Liao

Abstract

This study uses occluded text as a visual cue and hypothesizes that a deliberately incomplete advertisement headline or product name enhances visual attention. An experiment on tea packaging and advertisement is applied to investigate whether visual attention and, even viewer preference enhancement, will be affected by occluded text. The experiment contains two parts: first, an eye tracker observes the differences in the participant’s visual attention between samples of incomplete and complete text; second, a questionnaire records the participants’ preferences between the two samples. The result validates our hypothesis that incomplete text elicits a certain level of visual attention as long as viewers can recognize the text; alternatively, if the occlusion causes difficulty in text recognition, the occluded text will fail to attract visual attention and viewer preference. This is particularly true for advertisement headlines. The experiment results of visual attention and viewer preference for the occluded product name on tea packaging are consistent. As for the occluded advertisement headline, however, it attracts only visual attention but is not able to enhance viewer preference. This could be attributed to the fact that participants are affected by different amounts of received information and their complexities when examining experiment samples.

Suggested Citation

  • Ching-Chih Liao, 2023. "Using Occluded Text as a Cue Attracting Visual Attention and Preference in Packaging and Advertising," SAGE Open, , vol. 13(1), pages 21582440231, February.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:1:p:21582440231154480
    DOI: 10.1177/21582440231154480
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231154480
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231154480?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Elizabeth L. Wetzler & Aryn A. Pyke & Adam Werner, 2021. "Sans Forgetica is Not the “Font†of Knowledge: Disfluent Fonts are Not Always Desirable Difficulties," SAGE Open, , vol. 11(4), pages 21582440211, November.
    2. Ching-Chih Liao, 2018. "Double-Sided Occluded Chinese Character Recognition Accuracy and Response Time for Design and Nondesign Educational Background," SAGE Open, , vol. 8(4), pages 21582440188, November.
    3. Beblo, Miriam & Görges, Luise, 2018. "On the nature of nurture. The malleability of gender differences in work preferences," Journal of Economic Behavior & Organization, Elsevier, vol. 151(C), pages 19-41.
    4. Rik Pieters & Michel Wedel, 2007. "Goal Control of Attention to Advertising: The Yarbus Implication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 224-233, June.
    5. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Breuer, Christoph & Boronczyk, Felix & Rumpf, Christopher, 2021. "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response," Journal of Business Research, Elsevier, vol. 133(C), pages 309-316.
    2. Pieters, Rik & Wedel, Michel, 2020. "Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory," Journal of Business Research, Elsevier, vol. 111(C), pages 281-289.
    3. Ella Ward & Song Yang & Jenni Romaniuk & Virginia Beal, 2020. "Building a unique brand identity: measuring the relative ownership potential of brand identity element types," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 393-407, July.
    4. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    5. Rishabh Tyagi & Peter Eibich & Vegard Skirbekk, 2024. "Gender norms and partnership dissolution following involuntary job loss in Germany," MPIDR Working Papers WP-2024-027, Max Planck Institute for Demographic Research, Rostock, Germany.
    6. Sascha O. Becker & Lukas Mergele & Ludger Woessmann, 2020. "The Separation and Reunification of Germany: Rethinking a Natural Experiment Interpretation of the Enduring Effects of Communism," Journal of Economic Perspectives, American Economic Association, vol. 34(2), pages 143-171, Spring.
    7. Barbara Boelmann & Anna Raute & Uta Schönberg, 2020. "Wind of Change? Cultural Determinants of Maternal Labor Supply," Working Papers 914, Queen Mary University of London, School of Economics and Finance.
    8. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    9. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    10. Regina T. Riphahn & Irakli Sauer, 2024. "Earnings Assimilation of Post-Reunification East German Migrants in West Germany," CESifo Working Paper Series 11233, CESifo.
    11. Agnès Festré & Pierre Garrouste, 2012. "The ‘Economics of Attention’: A New Avenue of Research in Cognitive Economics," GREDEG Working Papers 2012-12, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    12. Averkamp, Dorothée, 2024. "The Gender Wage Gap, Labor-Market Experience, and Family Choices: Lessons from East Germany?," VfS Annual Conference 2024 (Berlin): Upcoming Labor Market Challenges 302347, Verein für Socialpolitik / German Economic Association.
    13. Behe, Bridget K. & Bae, Mikyeung & Huddleston, Patricia T. & Sage, Lynnell, 2015. "The effect of involvement on visual attention and product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 10-21.
    14. Görges, Luise, 2021. "Of housewives and feminists: Gender norms and intra-household division of labour," Labour Economics, Elsevier, vol. 72(C).
    15. Yanhui Zhao & Roger J. Calantone & Clay M. Voorhees, 2018. "Identity change vs. strategy change: the effects of rebranding announcements on stock returns," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 795-812, September.
    16. Bansal, Prateek & Kim, Eui-Jin & Ozdemir, Semra, 2024. "Discrete choice experiments with eye-tracking: How far we have come and ways forward," Journal of choice modelling, Elsevier, vol. 51(C).
    17. Ali Sina Önder & Sascha Schweitzer & Olga Tcaci, 2024. "Innovation and Regional Development: The Impact of Patenting on Labor Market Outcomes," Working Papers in Economics & Finance 2024-07, University of Portsmouth, Portsmouth Business School, Economics and Finance Subject Group.
    18. Ozkara, Behcet Yalin & Bagozzi, Richard, 2021. "The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    19. Ma, Xinxin, 2022. "Internet use and gender wage gap: evidence from China," Journal for Labour Market Research, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany], vol. 56, pages 1-15.
    20. Tim Friehe & Markus Pannenberg, 2020. "Time preferences and political regimes: evidence from reunified Germany," Journal of Population Economics, Springer;European Society for Population Economics, vol. 33(1), pages 349-387, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:13:y:2023:i:1:p:21582440231154480. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.