IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v23y2023i2d10.1007_s10660-021-09494-9.html
   My bibliography  Save this article

Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach

Author

Listed:
  • Taewon Suh

    (Texas State University)

  • Rick T. Wilson

    (Texas State University)

  • Seungtae On

    (Entrepreneurial Innovators Group)

Abstract

Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid environments. This in-market study focuses on gender differences to investigate different types of visual attention for place-based advertising in a digital marketing context. This study adopts a data-driven scientific approach and demonstrates that gender differences can assess shoppers’ viewing behavior and preference towards different promotional content based on gender schemas. Our results find that gender dynamics are complex. On the one hand, our findings show that female shoppers are more likely to respond to gaze cues and notice place-based advertising if others are also looking at the ad. On the other hand, male shoppers display longer staying and fixation times than females. Although a few detailed results are mixed, in our additional investigation, we found that gender is still a key factor in explaining the initial visual attention to promotional content within place-based advertising.

Suggested Citation

  • Taewon Suh & Rick T. Wilson & Seungtae On, 2023. "Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach," Electronic Commerce Research, Springer, vol. 23(2), pages 877-897, June.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09494-9
    DOI: 10.1007/s10660-021-09494-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-021-09494-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10660-021-09494-9?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hult, G. Tomas M. & Sharma, Pratyush Nidhi & Morgeson, Forrest V. & Zhang, Yufei, 2019. "Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?," Journal of Retailing, Elsevier, vol. 95(1), pages 10-23.
    2. Brunel, Frédéric F. & Nelson, Michelle R., 2003. "Message Order Effects and Gender Differences in Advertising Persuasion," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 330-341, September.
    3. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    4. Wolin, Lori D., 2003. "Gender Issues in Advertising—An Oversight Synthesis of Research: 1970–2002," Journal of Advertising Research, Cambridge University Press, vol. 43(1), pages 111-129, March.
    5. Carlos Orús & Raquel Gurrea & Carlos Flavián, 2017. "Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention," Electronic Commerce Research, Springer, vol. 17(4), pages 661-700, December.
    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. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Patten, Elena & Ozuem, Wilson & Howell, Kerry & Lancaster, Geoff, 2020. "Minding the competition: The drivers for multichannel service quality in fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. McKay-Nesbitt, Jane & Bhatnagar, Namita & Smith, Malcolm C., 2013. "Regulatory fit effects of gender and marketing message content," Journal of Business Research, Elsevier, vol. 66(11), pages 2245-2251.
    5. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    6. Quach, Sara & Barari, Mojtaba & Moudrý, Dann Vit & Quach, Ken, 2022. "Service integration in omnichannel retailing and its impact on customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Varsha Jain & Subhadip Roy & Adwita Pant, 2013. "Effect of colour and relative product size (RPS) on consumer attitudes," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 41-58, October.
    8. Wang, Jiawei, 2023. "The relationship between loneliness and consumer shopping channel choice: Evidence from China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    9. Sarkar, Mitali & Dey, Bikash Koli & Ganguly, Baishakhi & Saxena, Neha & Yadav, Dharmendra & Sarkar, Biswajit, 2023. "The impact of information sharing and bullwhip effects on improving consumer services in dual-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    10. Ionica Oncioiu & Iustin Priescu & Geanina Silviana Banu & Narcis Chirca, 2023. "Green Consumers’ Responses to Integrated Digital Communication in the Context of Multichannel Retail," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    11. Swoboda, Bernhard & Winters, Amelie, 2021. "Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty," Journal of Business Research, Elsevier, vol. 125(C), pages 279-294.
    12. Ngoh, Cheryl-lyn & Groening, Christopher, 2022. "The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. März, Armin & Lachner, Michael & Heumann, Christian G. & Schumann, Jan H. & von Wangenheim, Florian, 2021. "How You Remind Me! The Influence of Mobile Push Notifications on Success Rates in Last-Minute Bidding," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 11-24.
    14. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    15. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    16. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Antonio Farías & Christian A. Cancino, 2021. "Digital Transformation in the Chilean Lodging Sector: Opportunities for Sustainable Businesses," Sustainability, MDPI, vol. 13(14), pages 1-17, July.
    18. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    19. Li, Chen & Swaminathan, Srinivasan & Kim, Junhee, 2021. "The role of marketing channels in consumers’ promotional point redemption decisions," Journal of Business Research, Elsevier, vol. 125(C), pages 314-323.
    20. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.

    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:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09494-9. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.